TY - JOUR AU - 현성협 DA - 2016/04 PY - 2016 UR - https://www.tandfonline.com/doi/full/10.1080/10941665.2015.1062404 UR - http://hdl.handle.net/20.500.11754/53073 AB - Dining out at a restaurant is one of the most important parts of travelers' tourism experience. The purpose of this research was to examine the antecedents and consequences of travelers' need for uniqueness (CNFU) in their restaurant experiences. Based on a literature review, three theoretical antecedents (perceived firm innovativeness (PFI), perceived firm uniqueness, and brand prestige) and three theoretical consequences (utilitarian value, hedonic value, and behavioral intentions) were proposed. During this process, it was theorized that consumers' uniqueness-seeking behaviors can be strengthened and/or weakened by three psychological moderators: attention to social comparison information (ATSCI), face consciousness, and materialism. By integrating the theoretical arguments, a structural model was proposed. The proposed model was tested using data collected from 379 travelers who had dined out at a luxury restaurant in the past three months. According to the data analysis results, PFI, perceived firm uniqueness, and brand prestige were all confirmed to be important factors in enhancing CNFU. Furthermore, it was determined that CNFU bears a positive impact on behavioral intentions, an impact that is mediated by perceived value. Lastly, the moderating roles of ATSCI and materialism were found to be significant. In the latter part of this research, managerial implications derived from the data analysis results are discussed. PB - ROUTLEDGE JOURNALS KW - perceived firm uniqueness KW - face consciousness KW - perceived value KW - perceived firm innovativeness KW - travelers' dining out experience KW - consumers' need for uniqueness KW - ATSCI KW - brand prestige KW - materialism TI - The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences IS - 6 VL - 21 DO - 10.1080/10941665.2015.1062404 T2 - ASIA PACIFIC JOURNAL OF TOURISM RESEARCH ER -