{"title":"The influence of ethnic food and its visual presentation on customer response: The processing fluency perspective","authors":"Hyewon Youn","doi":"10.1016/j.jhtm.2024.02.012","DOIUrl":null,"url":null,"abstract":"<div><p>Drawing on stimulus‒organism‒response theory, this study investigates the influence of ethnic food, i.e., its varying degrees of cultural symbolism and visual presentation, on ethnic diners’ purchase intentions. Across two experimental studies, this research shows that high (vs. low) cultural symbolic food increases purchase intention by reducing perceived risk. The results also indicate that the positive influence of high cultural symbolic food is moderated by its visual presentation. Furthermore, processing fluency is the psychological mechanism underlying the conditional impact of high (vs. low) cultural symbolic food on consumer behavior. Specifically, this study identifies that the relevant serial mediation effect is based on conceptual fluency and perceived risk. In addition, it shows that restaurant ownership type moderates the negative effect of perceived risk on purchase intention. These findings have significant implications for both theory and managerial practice.</p></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":null,"pages":null},"PeriodicalIF":7.6000,"publicationDate":"2024-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1447677024000196/pdfft?md5=cbc837b018a48c977e1224b19b0d4c6f&pid=1-s2.0-S1447677024000196-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1447677024000196","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Drawing on stimulus‒organism‒response theory, this study investigates the influence of ethnic food, i.e., its varying degrees of cultural symbolism and visual presentation, on ethnic diners’ purchase intentions. Across two experimental studies, this research shows that high (vs. low) cultural symbolic food increases purchase intention by reducing perceived risk. The results also indicate that the positive influence of high cultural symbolic food is moderated by its visual presentation. Furthermore, processing fluency is the psychological mechanism underlying the conditional impact of high (vs. low) cultural symbolic food on consumer behavior. Specifically, this study identifies that the relevant serial mediation effect is based on conceptual fluency and perceived risk. In addition, it shows that restaurant ownership type moderates the negative effect of perceived risk on purchase intention. These findings have significant implications for both theory and managerial practice.
期刊介绍:
Journal Name: Journal of Hospitality and Tourism Management
Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.)
Scope:
Broad range of topics including:
Tourism and travel management
Leisure and recreation studies
Emerging field of event management
Content:
Contains both theoretical and applied research papers
Encourages submission of results of collaborative research between academia and industry.