Applying the Theory of Planned Behavior to Chinese Millennials’ Purchase Behavior on Foreign Fast Food Restaurants

This study is designed (a) to determine the purchase intentions for any U.S. fast-food restaurant meal by Generation Y Chinese consumers, (b) to validate the Theory of Theory of planned behavior (TPB) in Asian culture, and (c) to determine if acculturation could enhance the validity of the TPB. This study will provide further support for the external validity of the TPB. The findings will enhance the existing literature on the universal applicability of the model and serve as useful references for further investigations of the validity of the model under other cultural settings and other behavioral categories. The implications from this study could provide U.S. restaurant chains with useful insights into fine-tuning their marketing strategies to stimulate the desired behavior for purchasing any U.S. fast-food restaurant meal in the Asian market.