The effects of dining atmospherics: Application of an extended Mehrabian-Russell model to Chinese restaurants

Yinghua Liu, Purdue University

Abstract

The importance of atmospherics in affecting consumer behavior has received growing interest from researchers and practitioners in recent years. However, research examining the effect of atmospherics on consumer behavior through both cognitive and affective responses has been rare. There has been no such a study conducted in ethnic restaurant settings. This study built a conceptual model to examine the relationships among dining atmospherics, emotional responses, perceived value, and behavioral intentions in the Chinese restaurant setting. A structural equation modeling technique was employed for statistical analysis. The findings of the study indicated that four dimensions of dining atmospherics had distinct effects on customers’ internal responses. Interior design and human elements significantly influenced positive emotions and perceived value. Ambience had significant effect on both positive emotions and negative emotions, while spatial layout related only to positive emotions. Moreover, positive emotions, negative emotions, and perceived value all had significant effects on behavioral intentions. Perceived value appeared to be the most influential variable among the three. Perceived value also mediated the relationship between emotional responses and behavioral intentions. Managerial implications and future research directions were also presented.

Degree

M.S.

Advisors

Jang, Purdue University.

Subject Area

Management

COinS