Summary of Multiple Regression.

This study aimed to examine the factors influencing fast food consumption among a Jordanian population by utilizing the extended theory of planned behavior as its theoretical framework. The research employed theory-related scales, income, BMI, ability to consume (intention), indirect intention, and a retrospective measure of fast-food consumption within a cross-sectional sample of 408 university students aged 18–23 years. Structural equation modeling was used to analyze the determinants of consumption. The findings indicated that the self-reported intention measure failed to mediate the attitude-behavior relationship. However, the use of projective intention (indirect) measures revealed that personal factors such as attitude, subjective norms, and self-identification significantly explained over 50% of the variation in the intention to consume fast food, suggesting that participants often underestimated their intention to consume fast food. Furthermore, the study identified available personal funds, perceived and actual behavioral control, and BMI as significant external predictors of fast-food consumption. The originality of this study lies in its contribution to understanding the growing preference for fast food in the Middle East, particularly in Jordan. It introduces a theoretical model that employs projection-based assessments to implicitly gauge intentions and explores the relationship between income, BMI, and consumption behavior. The practical implications of these findings underscore the importance of key psychosocial elements in developing and implementing preventive strategies aimed at promoting healthy eating behaviors among university students.本研究以扩展计划行为理论（Extended Theory of Planned Behavior）为理论框架，旨在探究约旦人群中影响快餐消费的各类因素。本研究针对408名年龄介于18至23岁的大学生开展横断面调查，采用与该理论相关的量表、收入、身体质量指数（Body Mass Index, BMI）、消费意愿（即直接意图）、间接意图以及快餐消费回顾性测量数据进行分析。研究采用结构方程建模（Structural Equation Modeling, SEM）对消费行为的影响因素进行分析。结果显示，自我报告的直接意图测量无法在态度与行为的关系中起到中介作用。但采用投射性意图（间接）测量方法的分析结果则表明，态度、主观规范以及自我认同等个人因素可显著解释超过50%的快餐消费意图变异，这说明参与者往往低估了自身的快餐消费意愿。此外，本研究还发现，可支配个人资金、感知行为控制与实际行为控制以及BMI均为影响快餐消费的重要外部预测因素。本研究的创新价值在于，为理解中东地区（尤其是约旦）民众对快餐日益增长的偏好提供了理论支撑；本研究引入了一种基于投射性评估的理论模型，以隐性方式测量意图，并探讨了收入、BMI与消费行为之间的关联。本研究结果的实践意义在于，凸显了关键社会心理因素在制定和实施旨在促进大学生健康饮食行为的预防策略中的重要性。