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Critical criteria for enhancing consumption intention in restaurants during COVID-19

Sheng-Fang Chou (Ming Chuan University, Taoyuan City, Taiwan)
Chih-Hsing Sam Liu (National Kaohsiung University of Science and Technology, Kaohsiung City, Taiwan)
Jun-You Lin (National Open University, New Taipei City, Taiwan)

British Food Journal

ISSN: 0007-070X

Article publication date: 18 November 2021

Issue publication date: 25 August 2022

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Abstract

Purpose

The purpose of this study is to illustrate the different systems controlling coronavirus disease 2019 (COVID-19) and curbing the impact of the virus on the hospitality economy. The author’s clarified the critical attributes of the government, organization management system and consumer behaviour using mediation-moderation models and demonstrated how those critical attributes influenced customer consumption intention during COVID-19 in Taiwan.

Design/methodology/approach

Due to the impact of the COVID-19 pandemic, this research is mainly distributed through online questionnaires through Facebook and other social media channels to recruit volunteers. Second, the pre-test survey used 100 questionnaires collected from juniors and seniors from a university in northern Taiwan to make predictions. Third, this study also conducted a questionnaire validity analysis, which identified 9 criteria and 34 items. Fourth, the questionnaire collected samples for a total of three months. Structural equation modelling was used to test the hypotheses in a sample of 1,098 consumers in Taiwan.

Findings

This study considers government, enterprise and consumer levels and conducts relevant factor analysis from consumers’ perspectives to understand the changes in consumer behaviour under COVID-19 influence. Regarding mediation, this study finds that information and communication mediate the relationships between crisis management and COVID-19 impact. Regarding moderation, this study exposes the critical moderating part of human resources, that hygiene and safety strengthen the relationships between COVID-19 impact and attitude towards life and that perceived anxiety strengthens the relationship between attitude towards life and consumption intention.

Practical implications

During COVID-19, restaurants should cooperate with the government to reduce the risk of community infection. Therefore, the government also needs to cooperate with restaurant companies to enhance the industrial economy, actively communicate with consumers and provide correct and sufficient information. At the same time, restaurant enterprises also need to have sufficient human resource arrangements, hygiene and safety planning to eliminate consumers’ doubts.

Originality/value

These findings indicate that consumers’ consumption intention to eat out is affected by the COVID-19 impact and attitude towards life. This research also confirms that perceived anxiety has a mediating effect on the relationship between consumer attitudes towards life and consumption intentions. To improve the restaurant economic process, they should consider solutions to reduce consumers’ perception of the COVID-19 impact and fear of eating out.

Keywords

Acknowledgements

The author would like to thank the Editor-in-Chief of British Food Journal, Professor Michael Carolan, and the two anonymous reviewers whose constructive criticism led to significant improvements in the paper.

Citation

Chou, S.-F., Sam Liu, C.-H. and Lin, J.-Y. (2022), "Critical criteria for enhancing consumption intention in restaurants during COVID-19", British Food Journal, Vol. 124 No. 10, pp. 3094-3115. https://doi.org/10.1108/BFJ-05-2021-0532

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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