THE INFLUENCE OF SOCIAL MOTIVATIONAL FACTORS ON STUDENTS’ DECISION TO DINE IN AT FAST FOOD RESTAURANTS: A CONCEPTUAL FRAMEWORK
DOI:
https://doi.org/10.35631/JTHEM.1145029Keywords:
Dine-In Decision, Fast Food Restaurants, Social Motivational Factors, University Students, FoMOAbstract
This conceptual paper examines social motivational factors influencing students’ dine-in decisions in the fast food industry. This paper aims to synthesize existing literature to explain the key concepts and relationships driving student dine-in behaviour. It focuses on five key social motivational factors, such as social influence, socialization, social enjoyment, group belonging, and Fear of Missing Out (FoMO). Rather than analysing primary empirical data, this paper reviews and integrates previous studies to develop a clearer understanding of how social motivations shape dine-in behaviour among university students, particularly in non-urban campus settings such as UiTM Dungun. The discussion highlights the importance of these factors for fast food operators in understanding socially driven consumption patterns. Finally, this paper provides a conceptual framework and propositions to guide marketing strategies, the design of dining environments, and future empirical research.
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