Qianmin Zheng

Consumer Motivation and Behavioral Intentions for Small Fried Chicken Retailers: A Case Study of Z Fried Chicken

Tsaifa (TF) Yen, Yahui Liu, Qianmin Zheng & Qichun Shi · Asian Journal of Education and Social Studies · 2026

For small retailers, surviving and standing out in a highly competitive environment has always been a critical issue in business management. From a consumer perspective, this paper attempts to analyze how motivations toward small retailers influence hedonic value and behavioral i...