Start Date

6-1-2011 2:30 PM

End Date

6-1-2011 3:45 PM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Food Service

Faculty Member

Dr. SooCheong(Shawn) Jang jang12@purdue.edu

Abstract

This study examined the diners’ variety seeking intention in the restaurant choice situation based on the theory of optimal stimulation level. Specifically, the study investigated the influences of frequency/recency of dining-out, satisfaction, and desired hedonic/utilitarian values on variety seeking intention. Also, this study considered personal characteristics, such as allocentric characteristics, as a moderator to identify how frequency/recency, satisfaction, and desired value differently affect variety seeking intention depending on the personal characteristics. The results showed that desired hedonic value and utilitarian value significantly influenced variety seeking intention, suggesting that diners’ desired values are more critical factor leading to variety seeking intention than prior dining experiences. In addition, the result for the moderating effect of personal characteristics verified that satisfaction and desired hedonic/utilitarian values differently affect variety seeking intention cross two different personality groups, high and low allocentric characteristics. This study would be helpful for the better understanding of customers' nature seeking variety in the restaurant choice situation and also provide the meaningful message to the restaurant industry.

Keywords

Optimal stimulation level, Variety seeking intention, Allocentric characteristics, Restaurant choice

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Jan 6th, 2:30 PM Jan 6th, 3:45 PM

Diners’ Optimal Stimulation Level and Behavioral Intention

This study examined the diners’ variety seeking intention in the restaurant choice situation based on the theory of optimal stimulation level. Specifically, the study investigated the influences of frequency/recency of dining-out, satisfaction, and desired hedonic/utilitarian values on variety seeking intention. Also, this study considered personal characteristics, such as allocentric characteristics, as a moderator to identify how frequency/recency, satisfaction, and desired value differently affect variety seeking intention depending on the personal characteristics. The results showed that desired hedonic value and utilitarian value significantly influenced variety seeking intention, suggesting that diners’ desired values are more critical factor leading to variety seeking intention than prior dining experiences. In addition, the result for the moderating effect of personal characteristics verified that satisfaction and desired hedonic/utilitarian values differently affect variety seeking intention cross two different personality groups, high and low allocentric characteristics. This study would be helpful for the better understanding of customers' nature seeking variety in the restaurant choice situation and also provide the meaningful message to the restaurant industry.