Comparison of localized and foreign restaurant brands for consumer behavior prediction

Chih-Hsing Liu, Bernard Gan, Wen-Hwa Ko and Chih-Ching Teng

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: This study used two comparison studies to examine the potential brand perception of localized and foreign restaurants to predict consumer behavior. A total of 680 participants (e.g., 318 foreign restaurant customers and 362 localized restaurant customers) were included to discover and confirm the causal relationships among the quality of food and meals, environmental evaluation, willingness to pay more, and recommendations. Our study of foreign restaurant brands (Study 1) found that food and meals may indirectly affect the willingness to pay more and recommendations through providing a friendly environment. The destination's moderating role is also confirmed. Additionally, our study of localized restaurant customers (Study 2) identified the mediating roles of risk evaluation and willingness to pay more, which link the relationship between food and meals and recommendation behavior. Furthermore, destination trust was found to strengthen the relationship between risk evaluation and willingness to pay more.

Keywords: Food quality; Environmental evaluation; Willingness to pay more; Destination image; Destination trust; Recommendation (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004343

DOI: 10.1016/j.jretconser.2021.102868

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