An investigation on customer revisit intention to theme restaurants
基于计划行为理论，通过对357名中国主题餐厅顾客的现场调查，发现扩展模型比原模型更能预测顾客重访意愿，态度和参与度起中介作用。
Purpose This paper aims to examine theme restaurant customers’ decision-making process in light of the theory of planned behavior (TPB) model. Design/methodology/approach This investigation is conducted by an on-site survey with 357 theme restaurant customers who have a dining experience in China. The current study used Anderson and Gerbing’s (1998) two-step method. Findings Study results indicate the extended TPB model surpasses the TPB in predicting customers’ behavioral intention. Findings not only identified attitude and involvement as useful mediators in the model but also provided evidence of possible relationships in the proposed model. Research limitations/implications The relationships in the extended TPB offer practical solutions for theme restaurant managers and ways to increase the customers’ intention to revisit their establishments. Originality/value With servicescape as an external factor and perceived authenticity and involvement as psychological factors incorporated into the TPB, the proposed framework supported the analysis of those underlying factors in the context of theme restaurants toward clarifying the formation of customer’s intention to revisit those restaurants.