| 总结: | The purpose of this study is to examine young adults' fast food purchasing intention by
using the extended theory of planned behaviour model. One of the main aims of this
study is to measure the factors that constitute the development and maintenance of
attitude in order to gain a better understanding of Kota Kinabalu's young adults' attitude
toward fast food. Young adults in the age range of 20-39 years old were the unit of
analysis of this study. 210 questionnaires have successfully been collected throughout
Kota Kinabalu. The finding of current study confirmed that affective attitude is the
strongest predictors of young adults' fast food purchasing intention; cognitive attitude
however is fairly weak in predicting fast food purchasing intention. This study shows
that young adults in Kota Kinabalu rely more on emotional reaction and impulsivity when
deciding to purchase fast food. Subjective norms (descriptive norm & injunctive norm)
were both significance to purchasing intention, young adults were highly influenced by
societal approval and acceptance before engaging in a specific behaviour. This study
found that perception of control is weak, but self-efficacy is strong in predicting fast
food purchasing intention. The factor of Mood is introduce in this study as one of the
factors that is able to influenced the development and maintenance of young adults'
attitude are found to be significant to both affective and cognitive attitude. Since
subjective norms (descriptive & injunctive), and self-efficacy are able to predict young
adults' fast food purchasing intention, future intervention program should be focusing in
that aspect.
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