The Moderating Impact of Visual, Auditory, and Olfactory Stimuli in the Formation of Behavioral Intention in Luxury Restaurants

• 발행기관: 한국자료분석학회
• 저자명: Ho Beom Kim Sang Mi Jeon Sunghyup Hyun
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.14 No.1, 53~68쪽, 전체 16쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

The purpose of this study is to identify the impact of quality (i.e., food and service) on the perceived price fairness, satisfaction, and behavioral intention with moderating roles of visual, auditory, and olfactory environmental stimuli in the luxury restaurant. Based on a literature review, the proposed model with fifteen hypotheses was developed. The results revealed that food and service quality significantly influenced on the luxury restaurant patrons’ behavior such as the perceived price fairness, satisfaction, and behavioral intention. In addition, visual and auditory stimuli moderate the relationships between food quality and the perceived price fairness. While attractiveness of employee and music moderate the relationships between service quality and the perceived price fairness. In order to survive in the competitive restaurant industry, restaurant operators should offer not only tasty food served with appropriate temperature and attractive food presentation, but also should provide superior, luxurious, and comfortable external environment.

목차

1. Introduction

2. Literature Review

3. Model and Hypothesis

4. Methodology

5. Findings

6. Conclusion

7. Study Limitation and Future Research

Reference

키워드

Restaurant Visual Stimuli Auditory Stimuli Olfactory Stimuli Consumer Behavior