Electronic word of mouth and consumer behaviour towards fast food outlet in Port Harcourt, Nigeria

Abstract

The study investigated electronic word of mouth and consumer behaviour towards fast food outlet in Port Harcourt. The study adopts a survey research design. The study was guided with three research questions and nine hypotheses. 775 was the population of the study made up of 87 Staff and 688 Consumers fast food outlet in Port Harcourt Metropolis in Rivers State. 233 was the sample size of the study and this was determined using the Taro Yamane’s formula. The instrument for data collection is a self-constructed questionnaire. Result showed that Information influence enhances customer emotion towards fast food outlet, trust worthiness influence attitude of consumer behaviour towards fast food outlet and expertise influence preference of customers towards fast food outlet. Based on the findings the following recommendations were made: It enables fast food outlets to use the different media outlets in creating awareness of their products. They should develop brands that enables their customers to trust them. They should utilize the best technology in the development of their products.