Asian Journal of Education and Social Studies

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 intentions. Specifically, the primary purpose of this study is to investigate and analyze the relationships among familiarity, novelty, hedonic value, and behavioral intentions of consumers at small fried chicken retail stores, the mediating role of hedonic value, and to provide management implications. This study collected 368 valid questionnaires through a survey method. The findings indicate that there are significant and positive correlations between the variables; all hypotheses were supported, and the mediating role of hedonic value was also confirmed. The study suggests that fried chicken enterprises should focus on enhancing familiarity and novelty to increase consumers' behavioral intentions toward their stores.