The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences

Title
The Antecedents and Consequences of Travelers' Need for Uniqueness: An Empirical Study of Restaurant Experiences
Author
현성협
Keywords
perceived firm uniqueness; face consciousness; perceived value; perceived firm innovativeness; travelers' dining out experience; consumers' need for uniqueness; ATSCI; brand prestige; materialism
Issue Date
2016-04
Publisher
ROUTLEDGE JOURNALS
Citation
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH, v. 21, NO 6, Page. 596-623
Abstract
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.
URI
https://www.tandfonline.com/doi/full/10.1080/10941665.2015.1062404http://hdl.handle.net/20.500.11754/53073
ISSN
1094-1665; 1741-6507
DOI
10.1080/10941665.2015.1062404
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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