Pandemic Dining Dilemmas: Exploring the Determinants of Korean Consumer Dining-Out Behavior during COVID-19

ABSTRACT

Amid the COVID-19 pandemic's significant impact on the dining-out industry, this study examined factors influencing consumers' dining-out behavior changes using a unified theoretical framework based on the theory of planned behavior (TPB) and select components of the risk information seeking and processing (RISP) model. A quantitative research method was employed, analyzing 536 valid survey responses collected in South Korea in early 2021 using partial least squares structural equation modeling (PLS-SEM). Findings showed that consumer attitude, perceived control, and subjective norm positively influenced dining-out intention, supporting the TPB. However, risk information-seeking behavior discourages dining-out behavior without significantly affecting intention. Fear emerged as a determinant of dining-out intention, risk information-seeking behavior, and dining-out behavior, highlighting the importance of emotions over rational thinking. This study contributes to existing literature by incorporating dining-out intention, COVID-19-related information-seeking behavior, and fear as key antecedents of dining-out behavior during the pandemic, while validating formative indicators that constitute risk information-seeking behavior and dining-out behavior in the research model.