Table 1 Implications of factors
| Â | Factor | Implications |
|---|---|---|
A01 | Promotions | Coupons, VIP bonus collection, and special offers |
A02 | Diverse products | A diversity of flavors and seasoning materials are available for choice |
A033 | Gathering of friends | Friends are invited to enjoy the food together |
A04 | Taste | The taste is pleasant, soft, fragrant, thick, and cold |
A05 | Service | Sampling is offered generously; employees interact with customers, sing songs, and provide water to customers |
A06 | Brand awareness | This brand is commonly heard; many people are eating it; everyone knows about it; it appears in ads frequently |
A07 | Store location | There are many stores; many are set up in department stores or near business districts |
A08 | Never tried it | Never tried it; first timer |
A09 | Appearance | The appearance of cookies, the seasoning style, delicate, elegant, looking delicious |
A10 | Brand word-of-mouth | Recommendation by friends |
A11 | Environment | Clean, the overall feeling, many seats, spacious, casual |
A12 | Brand image | Joyful, vigorous |
A13 | Ice-frying | Ice-frying process, the frying looks so real |
A14 | On a date | Coming with valentine |
C01 | Delicious | Delicious |
C02 | Relax | Comfortable, relaxing, and free |
C03 | Trust | Trust; believe; the quality is stable; guarantee |
C04 | Convenient | It’s just around the corner; not causing any trouble; not taking too much effort |
C05 | Newness | Try different flavors; I’d like to know what it tastes like |
C06 | Creativity | Special, new, interesting, always tasty, not monotonous, playful |
C07 | Good bargain | Cheap; lucky to have this good deal; the cost is minimal; cost-saving; good value for money |
C08 | Feeling of sharing with friends | Promoting friendship; sharing the taste; sharing calories; sharing the pleasant atmosphere |
C09 | Clean and tidy | Clean and tidy |
C10 | Tasteful | Having taste; fashionable |
C11 | Knowledge | Knows what it is; be confident to tell others about it |
C12 | Suitable for chatting | Be allowed to have a long chat; chat in loud voice |
C13 | Well treated | Being well treated; thoughtful; recommending flavors according to customer preference |
C14 | Sharing with valentine | Feeling of sharing with valentine |
V01 | Sense of assurance | Feeling assured; secured |
V02 | Efficiency | Save time for personal matters |
V03 | Freshness | New feeling, sense of freshness, curiosity |
V04 | Pleasure | Feeling good, joyful, happy |
V05 | Economy | I can buy more other things |
V06 | Satisfaction | Worthwhile, satisfactory |
V07 | Superiority | Feeling I am good |
V08 | Confidence | Confidence |
V09 | Health | No burden, healthy |
V10 | Love and belonging | It feels great to have friends; not alone |
V11 | Sense of ease | Relaxing, comfortable, no pressure |
V12 | Respect | Pay attention to customers’ voices; respect |
V13 | Wellness | Sense of being cared, loved |