中美消费者消费行为比较研究:以肯德基(KFC)为例

Consumer Behavior:Comparison of KFC in China and the United States

通过对中美两国大学生(n=795)的调查,测量和比较了两国年轻消费者对肯德基(KFC)的消费行为、品牌印象和重购意愿。相对美国被访者而言,中国被访者更愿意呆在肯德基餐厅里就餐,时间也更长;中国被访者对肯德基的正面印象更多;美国被访者对肯德基未来光顾的可能和满意之间的相关度高于中国被访者。

This research measured and compared the consumer behavior, brand identity impressions of Kentucky Fried Chicken （KFC） in China and the United States. A survey of young consumers in the two countries （n = 795） showed that the Chinese respondents were more apt to eat in KFC restaurants, and spent more time doing so, than the Americans. The Chinese also had much more positive impressions of KFC than their U. S. counterparts. In addition, Chinese future patronage was less highly correlated with overall customer satisfaction.