Purpose: The aim of this research is to explore the structural relationship between taste, price fairness, healthiness, and repurchase intention. Healthiness is the moderator when taste and price fairness impacts on repurchase intention. The research subject is McDonald's given the market share...

It is widely agreed that people use digital devices while watching TV, a phenomenon called "second Screening." While previous research has shown that the diffusion of mobile devices can increase online sales, work on multitasking suggests that second screening may lead to lower sales. In this...