ABSTRACT
The COVID-19 outbreak has had a negative impact on the restaurant industry and led to major sales and job losses. As it continues to threaten customers' health, it is expected to greatly influence their attitudes and behavior. Therefore, the current study aims to investigate the effects of threat and coping appraisals on consumers' co-creation behaviors during the COVID-19 pandemic. Grounded in protection motivation theory and co-creation theory, the moderating effect of generational cohorts is also investigated vis-a-vis the relationships between protection motivation appraisals and co-creation behaviors in the restaurant industry. Individuals between 18 and 55 years of age completed survey regarding their dine-in experience during the COVID-19 pandemic. The study indicates that customers' perceived severity, self-efficacy, and response efficacy are significant predictors of customers' co-creation behaviors during the COVID-19 pandemic. The study provides important theoretical and practical implications for the field. (PsycInfo Database Record (c) 2022 APA, all rights reserved)
ABSTRACT
The COVID-19 outbreak has had a negative impact on the restaurant industry and led to major sales and job losses. As it continues to threaten customers' health, it is expected to greatly influence their attitudes and behavior. Therefore, the current study aims to investigate the effects of threat and coping appraisals on consumers' co-creation behaviors during the COVID-19 pandemic. Grounded in protection motivation theory and co-creation theory, the moderating effect of generational cohorts is also investigated vis-a-vis the relationships between protection motivation appraisals and co-creation behaviors in the restaurant industry. Individuals between 18 and 55 years of age completed survey regarding their dine-in experience during the COVID-19 pandemic. The study indicates that customers' perceived severity, self-efficacy, and response efficacy are significant predictors of customers’ co-creation behaviors during the COVID-19 pandemic. The study provides important theoretical and practical implications for the field.
ABSTRACT
This study examines the antecedents of restaurant repatronage intention and the extent to which risk perception (i.e. perceived vulnerability) moderates the formation of that intention during the COVID-19 pandemic. Service fairness, trust, and co-creation behavior were investigated as the antecedents of restaurant diners? repatronage intention formation process in the context of the COVID-19 pandemic. Using the data collected from people who had dined in a restaurant during the study period, a structural analysis was conducted with the Partial Least Squares method. The proposed model in the study explained a significant amount of the variance in the customers? repatronage intention and partially supported the moderation effect of perceived vulnerability to COVID-19. The findings of the study contribute to advancing our knowledge of how the perceived vulnerability to COVID-19 leverages customers? repatronage intention, which is affected by service fairness, trust, and co-creation behavior in the restaurant industry.
ABSTRACT
Using protection motivation theory (PMT), this study investigates the influence of cognitive assessment and affective response on customers' behavioral intention amid COVID-19 in the context of restaurants. More specifically, this research draws attention to (1) the influence of protection motivation (i.e., perceived vulnerability, perceived severity, maladaptive reward, response efficacy, self-efficacy, response cost) on hope and fear, (2) hope and fear as mediators between protection motivation and behavioral intention, and (3) diverse customer behavioral intentions that have emerged during the COVID-19 pandemic (i.e., health-focused behavior, conscious consumption, and the supporting of local businesses and products). A total of 473 completed responses were obtained through an online survey. Structural equation modeling (SEM) was employed to test the hypothesized relationships. The research model proposed in the study successfully explained the process in which individuals commit to hygienic behaviors, prioritize local restaurants, and engage in conscious consumption under the threat of COVID-19. The proposed model can be utilized in examining consumer behaviors in the hospitality industry, especially in the COVID-19 era.