ABSTRACT

This research investigates the effects of five restaurant marketing antecedents (i.e., food quality, perceived healthiness, promotional innovativeness, authenticity, and menu quality) on three outcome variables (i.e., brand preference, pay a price premium, and eWOM) through memorable experience in the context of full-service restaurant online food ordering. PLS-SEM was used to analyze 336 responses collected from U.S. consumers. The results show that perceived healthiness, promotional innovativeness, authenticity, and menu quality are strong predictors of memorable dining experience. Subsequently, memorable dining experience is a strong predictor of full-service diners’ behavioral responses.

摘要

本研究调查了五个餐厅营销前因（即食品质量、感知健康、促销创新性、真实性和菜单质量）对三个结果变量（即品牌偏好、支付溢价和电子口碑）的影响全方位服务餐厅在线食品订购的背景。PLS-SEM 用于分析从美国消费者收集的 336 份回复。结果表明，感知健康、促销创新、真实性和菜单质量是令人难忘的用餐体验的有力预测因素。随后，令人难忘的用餐体验是全方位服务用餐者行为反应的有力预测指标。