COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk

Chunhao Wei (), Han Chen () and Yee Ming Lee ()
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Chunhao Wei: Auburn University
Han Chen: University of New Orleans
Yee Ming Lee: Auburn University

Service Business, 2022, vol. 16, issue 3, No 8, 600 pages

Abstract: Abstract This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period.

Keywords: COVID-19; Restaurant management; Perceived risk; Intention; Brand trust (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s11628-021-00462-9

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