COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
| Autor: | Yee Ming Lee, Chunhao (Victor) Wei, Han Chen |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
2019-20 coronavirus outbreak
Coronavirus disease 2019 (COVID-19) business.industry Brand trust Strategy and Management Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) COVID-19 Perceived risk Intention Risk perception Market research Human resource management Empirical Article Business and International Management Marketing business Psychology Restaurant management health care economics and organizations |
| Zdroj: | Service Business |
| ISSN: | 1862-8508 1862-8516 |
| Popis: | This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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