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Although several anthropologists have reported various cultural differences between East Asians and Americans regarding their usage of fast food based on their ethnographic fieldwork, a quantitative study to test the validity of such findings is necessary for advancement of this research field. The purpose of this study is to quantitatively investigate cultural differences and similarities between American and Japanese college students regarding the usage and meaning of fast food.

A total of 130 Japanese college students (82 female and 48 male) in Miyazaki, Japan and 70 American college students (43 female and 27 male) in Maine, USA answered the survey in order to assess their conceptualization and usage of fast food.

The results indicated that: both Americans and Japanese assumed that fast food was a meal instead of a snack, Japanese and women in general were more likely to visit fast food restaurants with others instead of going alone than Americans and men in general, and Japanese were more likely to share their ordered fast food items with others and stay at fast food restaurants for a longer duration than Americans.

Due to the limited sample size, the results of the present study might be strengthened with further investigation of different samples.

Like qualitative studies conducted before, the results of this quantitative study provided evidence to suggest that there are cultural differences in the meaning and usage of fast food between East Asians and Americans.

There were few quantitative studies on cultural differences in the meaning and usage of fast food between East Asians and Americans. The present study might be the first such study.

In recent years, a major food consumption trend in the USA and Canada is that more people are eating more meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast‐food markets will offer greater growth opportunities for marketers. Presents consumers′ perceptions of and preferences for fast‐food restaurants in the USA and Canada. The results of this study may have very important implications for developing successful marketing strategies for fast‐food restaurants. Findings of the study offer need‐oriented marketing strategies for both franchisers and franchisees in the US and Canadian fast‐food sectors to enable them to be more competitive in this fast‐changing business environment.

This study aimed to determine whether the brand image of fast-food restaurants moderates the relationship between satisfaction and loyalty among Chilean customers.

The study was conducted using a structural equation modeling approach and involved a sample of 1,000 fast-food customers who were surveyed through nonprobabilistic sampling with a questionnaire consisting of 21 items. The instrument underwent validation by a panel of experts, and the results obtained were processed using the statistical software Smart PLS4. Convergent validity, discriminant validity and the structural model were tested to assess the acceptance or rejection of the proposed hypotheses.

The results of the research indicate that product quality, service quality and physical environment are crucial factors influencing customer satisfaction and shaping customer loyalty. However, it was found that brand image does not moderate the relationship between satisfaction and loyalty in fast-food consumption.

The present study contributes to the field of knowledge on fast-food consumption behavior and unveils findings that help fill knowledge gaps regarding the influence of restaurant brand image on the relationship between satisfaction and consumption loyalty. Thus, it demonstrates that, for certain customers, the brand becomes an irrelevant factor for their consumption loyalty as long as the restaurant offers product quality, excellent service and a pleasant physical environment.

This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

Cultivating customer loyalty is extremely crucial for fast-food players to remain competitive in the industry. This research is discovering the path to cultivate customer loyalty through experience that is built based on auditory, gustatory, haptic, olfactory and visual cues.

Quantitative research has been conducted by distributing survey questionnaires to customers at selected fast-food restaurants in urban areas. The collected data has been analyzed by descriptive and structural equation modeling analysis.

The customers' loyalty to fast food can be cultivated through gustatory, haptic and olfactory cues. However, auditory and visual are not functioning as marketing cues to cultivate customer loyalty.

The fast-food players may emphasize gustatory, haptic and olfactory marketing cues to cultivate customer loyalty. These cues can be shared through experience.

This study has discovered the potential ways to cultivate customer loyalty in dining at fast-food restaurants within the Malaysian market.

This article aims to investigate the role of socioeconomic factors and individual time preferences in the demand for fast-food in Russia. An individual discount rate shows the ability of a person to postpone utility from consumption to future periods.

An individual discount rate is measured through a hypothetical money experiment. The database is the special survey of the Levada analytical center conducted in 2017. Multivariate probit model enables the authors to consider the possible endogeneity of individual discount rate and reveal the relationship between socioeconomic factors and frequent fast-food consumption.

Results show that a higher individual discount rate is related to frequent consumption of fast-food. At the same time, there are factors that provoke both a higher individual discount rate and the refusal of frequent consumption of fast-food. Findings advise the prioritization of measures highlighting the short-term benefits of healthy eating and the short-term costs of avoiding it.

To the authors' knowledge, this article is the first one which presents comprehensive investigation of microeconomic factors of fast-food consumption in Russia including individual time preferences of consumers.

Hospitality businesses are changing digitally to meet customer demands, provide value and stay competitive. Prior hospitality studies examined customers’ technology acceptance rather than digital technology readiness and acceptance. In addition, no studies have explored how restaurant customers’ digital transformation influences hedonic and utilitarian values and customer well-being. Therefore, this study aims to examine how fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) influences their perceived value and well-being.

This study provides a conceptual framework with six constructs. The data for this study were collected from fast-food restaurant customers in Egypt using a self-administered questionnaire.

According to the findings, customers’ technical readiness for digital transformation in fast-food restaurants substantially impacts their technology acceptance. In addition, customers’ perceived hedonic and utilitarian values are greatly influenced by their acceptance of fast-food restaurant digital technologies, and these perceived values significantly impact customer well-being.

This study presents several suggestions to improve customers’ readiness for digital transformation in fast-food restaurants and the impact on their technology acceptance and perceived value and well-being. Also, this study’s results could impact fast-food restaurants’ decisions to adopt new digital technologies (e.g. service robots) for their customers.

The study adds to the existing literature review by attempting to present a comprehensive picture of fast-food restaurant customers’ digital transformation (i.e. technical readiness and acceptance) and its impact on customers’ perceived values. A potential antecedent of fast-food restaurant customers’ well-being was also investigated: perceived hedonic and utilitarian values.

酒店业正在数字化转型, 以满足顾客需求、提供价值并保持竞争力。之前的酒店业研究主要关注顾客对技术的接受程度, 而不是数字技术准备和接受程度。此外, 没有研究探讨餐厅顾客的数字化转型如何影响享乐和功利价值以及顾客的幸福感。因此, 本研究旨在探讨快餐餐厅顾客的数字化转型（技术准备和接受程度）如何影响他们的感知价值和幸福感。

本研究提供了一个概念框架, 包括六个构面。本研究的数据通过自行填写问卷的方式从埃及的快餐餐厅顾客中收集。

根据研究结果, 快餐餐厅顾客的数字化转型技术准备程度显著影响其对数字技术的接受程度。此外, 快餐餐厅顾客对数字技术的接受程度极大地影响他们对享乐和功利价值的感知, 并且这些感知价值对顾客的幸福感产生显著影响。

本研究试图呈现出一个全面的快餐餐厅顾客的数字化转型（技术准备和接受程度）对顾客感知价值的影响机制。同时, 本研究还调查了快餐餐厅顾客幸福感的潜在前因：感知的享乐和功利价值。

本研究提出了一些建议, 以提高快餐餐厅顾客对数字化转型的准备程度, 并对他们的技术接受程度、感知价值和幸福感产生影响。此外, 本研究的结果会影响快餐餐厅采用新的数字技术（例如服务机器人）来为顾客提供服务的决策。

This purpose of this paper is to develop and examine a theoretical framework for evaluating role of corporate social responsibility (CSR) in influencing millennial fast food consumers’ purchasing behavior. It also aims to help business strategists to leverage marketing strategies to achieve a competitive gain.

To examine the proposed framework through the partial least squares structural equation modeling (PLS-SEM), the authors collected data through survey. They also evaluated the proposed framework through the multi-group analysis and the importance-performance map analysis (IPMA).

Findings suggest that CSR alone is unable to influence millennial fast food consumers’ purchase intention. Therefore, fast food business strategists should communicate CSR activities by simultaneously focusing on affective identification and satisfaction to achieve the objective. IPMA analysis shows that, among all the CSR indicators, fast food restaurants’ responsible behavior and their concern with respect to the environment create the most impact on millennial fast food consumers’ mindset.

For fast food business strategists, the findings of this research provide a strategic blueprint in terms of using CSR as a way to foster relationships with the millennial fast food consumers, thus creating a competitive advantage in the market.

Anchoring in the theoretical framework, this research contributes to the extant literature by providing a critical evaluation of how to influence millennial fast food consumers’ purchase intention from a more systematic perspective. This research also offers fast food marketing managers a strategy by leveraging their initiatives for a particular customer segment through the IPMA at both the construct and indicator levels.

The purpose of this paper is to investigate the relationship between daily television (TV) viewing duration and weekly fast food consumption of Japanese high school students.

The total of 325 Japanese high school students from Miyazaki, Japan (148 female and 176 male students and one student with no gender identification) answered the survey in order to assess their daily TV viewing duration and weekly fast food consumption.

The results indicated that low TV viewers spent significantly less money on weekly fast food consumption than either moderate or high TV viewers; and male students spent significantly more money on weekly fast food consumption than female students.

Owing to the limited sample size, the results of this study might lack generalizability. Further research on this issue should be conducted in the future.

Similar to studies conducted in different countries, the results of the present study provided evidence to suggest that cumulative exposure to TV was linked to the increase of fast food consumption in Japanese high school students.

There were few studies that investigated the media effects on fast food consumption of Japanese high school students. This study might be the first one.

The fast-food market is one area which faces little regulation of visible nutritional information on menus and food packaging to encourage healthy food choices. Additionally, nutritional information’s effectiveness is mostly unknown in the fast-food market. The purpose of this paper is to provide insights into the effectiveness of various forms of nutritional labelling methods and information by analysing the consumer decision-making process of 248 fast-food consumers.

Three discrete choice experiments are used to compare three popular nutritional symbol methods. Consumer preferences for these symbols are extracted using a “choice-based” conjoint analysis, while controlling for price and branding of fast-food products.

It is found that a very simple “traffic light signal” is the best signal for suggesting healthiness, with as much as 41 per cent of the importance in consumer decision making (p<0.01), over that of product pricing and even product brand and performs better than more information laden guided daily amounts symbols and health endorsement methods (attributing 27 and 13 per cent in their respective studies). This highlights the fine balance between too much and too little food nutrition information and (most notably) how specific nutritional information methods can be even more influential on food choices than a change in product price might.

There is currently a lack of research into the use of nutritional cues on influencing fast-food choices. Additionally, most previous studies focus on the isolated effect of nutrition labels.