Examining restaurant purchase intention during crises: the role of message appeal
International Journal of Contemporary Hospitality Management
; 2021.
Article
in English
| Scopus | ID: covidwho-1475972
ABSTRACT
Purpose:
This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in customer perception of and behavioral intention toward a restaurant. Design/methodology/approach:
This study uses a 2 (source of crisis social, health) × 2 (message appeal social, health) between-subjects factorial design. A total of 181 samples was collected and data was analyzed by using ANCOVA and PROCESS.Findings:
The results showed a significant two-way interaction between source of crisis and message appeal on to-go intention. With the potential effect of risk aversion being controlled, message appeal significantly impacted perceived competence, which influenced both dine-in and to-go intentions. Practical implications The research findings suggest a crucial role of perceived fit between message appeal and customer concerns during crises. Therefore, restaurant managers should actively communicate their safety practices with their customers to inspire customer confidence. Originality/value This study identifies crisis dimensions based on human needs during crises such as the COVID-19 pandemic, which determines the persuasiveness of marketing messages. © 2021, Emerald Publishing Limited.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Language:
English
Journal:
International Journal of Contemporary Hospitality Management
Year:
2021
Document Type:
Article
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