The Effect of Consumers’ Need for Uniqueness for Character Collaboration Menu on Perceived Value and Repurchase Intention in Fast Food Restaurants

Many fast food restaurants launch character collaboration menus for kidult which were a success. But there is a lack of research in the field of character collaboration menus. The purpose of this study is to investigate the effect of Consumers’ Need for Uniqueness for Character Collaboration Menu on Perceived Value and Repurchase Intention in Fast Food Restaurants. A total of 407 were collected out of 430 and 384 were analyzed by SPSS WIN 21.0 and AMOS 20.0. Using confirmatory factor analysis, the construct measurement model was tested and the scale was validated. Research results can be summarized as follows. The first, two consumers’ need for uniqueness such as creative choice and Unpopular choice had an significantly positive effect on perceived value(Utilitarian/Hedonic Value). Secondly, perceived value had an significantly positive effect on Repurchase intention. Especially, utilitarian value has stronger impact on repurchase intention than hedonic value.