A Model of Patrons' Impulsive Ordering Behaviors in Luxury Restaurants
- Title
- A Model of Patrons' Impulsive Ordering Behaviors in Luxury Restaurants
- Author
- 현성협
- Keywords
- menu browsing; impulsive ordering behaviors; hedonism; luxury restaurant; trust
- Issue Date
- 2016-03
- Publisher
- ROUTLEDGE JOURNALS
- Citation
- ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, v. 21, NO 5, Page. 541-569
- Abstract
- Impulsive ordering behavior is an issue of great importance for revenue maximization in the luxury restaurant industry. This research aimed to develop and test a model of patrons' impulsive ordering behaviors in the luxury restaurant context. The existing literature supported that two theoretical antecedents stimulate patrons' impulsive ordering behaviors: (1) menu browsing time and (2) patron trust in the restaurant. Based on a literature review, it was hypothesized that 10 theoretical antecedents positively influence menu browsing time and trust. During the model development process, it was suggested that patrons' hedonism could play a moderating role in the relationship between atmosphere and menu browsing time. Consequently, 13 theoretical hypotheses were proposed, resulting in a structural model. The model was tested using empirical data collected from 379 luxury restaurant patrons. Based on the results of data analysis, all of the hypotheses were supported. The theoretical/empirical interpretations of these findings are discussed.
- URI
- http://www.tandfonline.com/doi/full/10.1080/10941665.2015.1062403http://hdl.handle.net/20.500.11754/35402
- ISSN
- 1094-1665; 1741-6507
- DOI
- 10.1080/10941665.2015.1062403
- Appears in Collections:
- COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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