Masks, gloves, or robots? Factors influencing consumers’ health risk perceptions and behavioral intentions of in-restaurant dining

International Journal of Hospitality Management · 2024-09-20 · 8 citations

Does vaccination make a difference? Understanding the role of vaccination in consumers’ in-restaurant dining intentions during a pandemic

Journal of Foodservice Business Research · 2024-01-22 · 1 citations

This study investigated temporal differences in the relationships among consumers' perceived protection of the COVID-19 vaccination, their threat and coping appraisal, subsequent in-restaurant dining decisions, and the moderating role of vaccination status. Data was collected at times during the post-vaccine availability era of the COVID-19 pandemic: Phase 1 in March 2021 (N = 282), Phase 2 in September 2021 (N = 320), and Phase 3 in March 2022 (N = 342). PLS-SEM and multi-group analysis were employed to test the hypotheses. Results revealed temporal differences in the relationships between perceived vaccine protection, threat appraisal, and in-restaurant dining intention with variation between vaccinated and unvaccinated adults. However, neither temporal differences were found regarding the coping appraisal nor related variances regarding vaccination status. This study empirically examined the impact of COVID-19 vaccination on consumers' protection motivation appraisals and consequent dine-in decisions. Furthermore, the temporal changes along various pandemic stages were investigated.

Examining the effect of gamification mobile app on conference engagement: an integration of S-O-R framework and UGT

International Journal of Event and Festival Management · 2024-04-05 · 12 citations

Purpose By integrating stimulus-organism-response theory and uses and gratifications theory, this study explored the salient gamification factors that satisfy the gratifications of conference attendees in the context of an event gamification mobile app and their relationships with conference engagement, continuance intention and word-of-mouth. Design/methodology/approach The questionnaire was developed in Qualtrics and administered on a gamification application called Goosechase during an annual hospitality conference. The proposed hypotheses were tested using the partial least square-structural equation modeling (PLS-SEM). Findings The gratifications of social presence, education and entertainment through a gamification mobile app influences attendees’ engagement during the conference while achievement gratification does not. Positive effects of conference engagement on their continuous intention and WOM have been also validated. Originality/value By adopting a unique integrated approach that utilizes UGT and S-O-R framework, while considering conference engagement as work-related engagement, this study offers a fresh perspective on gamification apps and discusses its theoretical and practical implications in depth.

Consumers' threat and coping appraisals of in-restaurant dining during a pandemic – The moderating roles of conflicting information and trust-in-science and scientists

International Journal of Hospitality Management · 2022-02-25 · 19 citations

Consumers’ Self-Protection Practices Related to Consuming Take-Out/Delivery Restaurant Foods during the COVID-19 Pandemic

Journal of the Academy of Nutrition and Dietetics · 2021-08-18 · 2 citations

Restaurant patronage during the COVID-19 pandemic and the protection motivation theory: influence of consumers’ socio-demographic, situational, and psychographic factors

Journal of Foodservice Business Research · 2021 · 20 citations

• Sociology
• Marketing
• Psychology

To systematically investigate factors affecting consumers' restaurant patronage decisions during the COVID-19 pandemic, this study drew on the Protection Motivation Theory (PMT) to (1) evaluate how threat and coping appraisal (i.e., PMT factors) may vary based on socio-demographics and COVID-19 situational characteristics, and (2) determine if PMT factors influence actual restaurant patronage behaviors. Furthermore, the current study examined consumers' perceptions of health-protective actions that restaurateurs could take to minimize consumer risk of contracting COVID-19. Data were collected from U.S. adults (N = 627) using an online crowdsourcing platform in early May 2020. Findings showed significant relationships between socio-demograhic factors and perceived severity and/or vulnerability to COVID-19, along with concerns of coping with the virus for in-restaurant dining. For take-out/delivery patronage, coping concerns were greater for those with lower education levels and those with more health concerns than their counterparts. Furthermore, consumers' higher levels of coping appraisal predicted their higher take-out/delivery frequency. Results also suggested actions that restaurateurs could take that would influence consumers' restaurant patronage decisions. This study provides new insights related to PMT in the context of restaurants in a pandemic situation and practical information for restaurateurs to recover and prepare for future pandemics or similar crises.

Robot vs human: expectations, performances and gaps in off-premise restaurant service modes

International Journal of Contemporary Hospitality Management · 2021 · 99 citations

• Marketing
• Business
• Psychology

Purpose Off-premise restaurant service has a new addition – food delivery robots. This new technology and off-premise service, in general, has received little research attention, despite continued year-over-year sales growth for both carry-out and delivery. Therefore, this study aims to analyze off-premise service modes, including food delivery robots, for service quality gaps between consumer expectations and actual performance and among the various modes. Design/methodology/approach Performance of three off-premise restaurant service modes (robot-delivery, human-delivery and carry-out) were evaluated using a mixed-methods approach. Consumer expectations were ascertained about food- and service-related performance factors using a survey, and a field observation study was conducted to obtain actual performance data for these factors. Findings from both approaches were compared to identify gaps and differences. Findings For food-related performance, consumers reported lower expectations for food safety and food quality from robot- and human-delivered food; however, no differences were observed among the three modes in the field study. Consumers also expected lower service-related performance from robot-delivery for service efficiency and ease of use (than human-delivery and carry-out) and monetary value (than carry-out). Consumers deemed robots the most sustainable and human-delivery the most convenient compared to other modes – however, not all service-related expectations aligned with actual performances. Originality/value This study was the first to comparatively examine off-premise restaurant service. Identification of a missing link in service gap analysis was among the theoretical contributions of this study. Managerially, this study provides previously unavailable insights into opportunities for improvement for off-premise service and use of delivery robots.

Restaurants and COVID-19: What are consumers’ risk perceptions about restaurant food and its packaging during the pandemic?

International Journal of Hospitality Management · 2020 · 194 citations

• Business
• Marketing
• Advertising

Web Site Analytics: The Potential for Transformation of a Restaurant's Marketing Strategy - A Case Study of a Casual Dining Restaurant in the Midwest

Purdue e-Pubs (Purdue University System) · 2018-01-01 · 3 citations

The purpose of this research is to show independent restaurateurs the value that Web site analytics can have on providing data about the visitors to their Web site and the marketing opportunities these data provide. The study surveyed customers about their restaurant Web site browsing behaviors and analyzed Web site analytical data of a casual dining restaurant in the Midwest. Analysis was conducted using t-tests and analysis of variance. Findings indicated that certain browsing behaviors were associated with an increased number of reservations and visitation to the restaurant Web site prior to dining impacted average check. The study is the first in the context of an independent restaurant and offers the opportunity for further research to be conducted. Implications, limitations and recommendations for future studies are also discussed.

Retooling the corporate brand: a Foucauldian perspective on normalisation and differentiation

Strategic Direction · 2008-02-15 · 5 citations

In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the singular identity that represents the ideal compromise between differentiation and conformity. In contrast we contend that corporate brands exist in multiple discourse contexts, that the tension between normalization and differentiation must be managed within each of these contexts, and that the brand positioning may therefore vary between and within discourse contexts. We also argue that corporate marketers consider the use of strategic ambiguity in managing the tension between normalization and differentiation because it facilitates the creation of flexible interpretations and therefore allows multiple branding strategies to evolve and flourish.