%0 Journal Article
%T Innovative Food and Its Effects toward Consumers¡¯ Purchase Intention of Fast Food Product
%A Mohd Rizaimy Shaharudin
%A Abdul Sabur Bin Ismail
%A Suhardi Wan Mansor
%A Shamsul Jamel Elias
%J Canadian Social Science
%D 2011
%I Canadian Academy of Oriental and Occidental Culture
%X : This study is about the discoveries on innovative food and its effects toward consumers¡¯ purchase intention of fast food products in Malaysia. The research aims to investigate whether consumers really consider the innovation factor when making decision to purchase the fast food products. The findings of the study indicated that there is less influence of innovative food on the consumers¡¯ purchase intention which emphasizes more on the ¡®output¡¯ (which is the end products) rather than ¡®input¡¯ (which is raw materials used in producing the foods). Innovative food is being too narrowly defined by the consumers¡¯ as only a technology-related part of innovations. Whereas innovative food could be perceived in a broader scope such as product innovation, process innovation, organizational innovation and market innovation. The result has shown some differences with the previous literature where food innovativeness were found to have positive relationship toward the consumers¡¯ satisfaction. Hence, this study is expected to contribute to the existing knowledge on the dimension of consumer purchase intention to the industry players as well as academicians. Future research should focus on the similar study with the extended scope to other fast food restaurants in Malaysia. By doing this, hopefully we can get a clearer picture on the existing and new variables which can be further examined. Key words: Innovative Food; Freshness; Presentation; Taste; Fast Food Restaurant R¨¦sum¨¦: Cette ¨¦tude porte sur les d¨¦couvertes concernant les denr¨¦es alimentaires innovantes et de ses effets ¨¤ l'intention d¡¯achats des consommateurs sur les produits de restauration rapide en Malaisie. La recherche vise ¨¤ d¨¦terminer si les consommateurs ont vraiment consid¨¦rer le facteur de l'innovation lors de la d¨¦cision d'achat des produits de restauration rapide. Les conclusions de l'¨¦tude indiquent qu'il y a moins d'influence de la nourriture innovantes sur l¡¯'intention d' achat des consommateurs qui met l'accent plus sur la  production  (ce qui est produit fini) plut t que  input  (ce qui est de mati¨¨re premi¨¨re utilis¨¦e dans la production des aliments ). Les alimentaires innovants sont trop ¨¦troitement d¨¦finie par les consommateurs car seule une partie de technologie li¨¦s ¨¤ des innovations. Consid¨¦rant que les aliments innovants pourrait ¨ºtre per ue dans un plus large champ d'application tels que l'innovation produit, innovation de processus, l'innovation organisationnelle et innovation sur le march¨¦. Le r¨¦sultat a montr¨¦ quelques diff¨¦rences avec la litt¨¦rature ant¨¦rieure, o¨´ l'innovation alim
%K Innovative Food
%K Freshness
%K Presentation
%K Taste
%K Fast Food Restaurant
%U http://cscanada.net/index.php/css/article/view/1710