Are you looking for special menu? An examination of variety seeking behavior for Promotional Menu (VaPM) Model
| Autor: | Kassara Sukpatch, Young Hoon Kim, Pla Sauerwald |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Cultural Studies
0303 health sciences 030309 nutrition & dietetics Computer science Sample (statistics) Advertising 04 agricultural and veterinary sciences USable Variety seeking 040401 food science Variety (cybernetics) Test (assessment) 03 medical and health sciences 0404 agricultural biotechnology Component (UML) Structured model Consumer behaviour Food Science |
| Zdroj: | International Journal of Gastronomy and Food Science. 23:100295 |
| ISSN: | 1878-450X |
| DOI: | 10.1016/j.ijgfs.2020.100295 |
| Popis: | As people seek increased food variety at restaurants, offering a promotional menu might be an alternative strategy to assist customers in fulfilling their variety seeking desires. Although the concept of variety seeking behavior has been studied in consumer behavior research, no study was found that explored customers' variety seeking behavior using a promotional menu with the results tested with a structured model. The sample consisted of 326 usable surveys with 207 usable questionnaires obtained for further research analysis. SmartPLS 2.0 M3, a component based Partial Least Square (PLS) regression technique was employed to test the hypotheses in the proposed structural model. We strongly consider the results of this study using the Variety Seeking Behavior for Promotional Menu (VaPM) Model, represents an important first step in examining restaurant diner's variety seeking behavior. |
| Databáze: | OpenAIRE |
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