The Impact of Theme Restaurant Servicescape on Consumer’s Value and Purchase Intention
- DOI
- 10.2991/aebmr.k.200606.038How to use a DOI?
- Keywords
- restaurant’s servicescape, emotional value, novelty value, purchase intention, theme restaurant, WarpPLS
- Abstract
Novelty value defined as being genuine, real, or true, plays an important role in the consumption intention and decision. Not only novelty value, emotional value as phychological component is essential for consumer to consider in the buying process. According to some researcher, the key factor that affect the emotional and novelty value was physical environment or atmospheric. The aim of this study is to analyze the impact of atmospheric elements on customer’s emotional value, novelty value, and purchase intentions in the context of Indonesia’s theme restaurants. The data was collected from 190 customers by using purposive sampling technique. Partial least square structural equation modeling (PLS-SEM) analysis was conducted to test the hypothesized relationships among variables. A significant relationship was found between restaurant’s servicescape and purchase intention. The same result was found between restaurant’s atmosphere and emotional value, but the significancy was weak. However, the relationship between restaurant’s atmosphere and novelty value was not significant. Theoretical and practical implications based on the results are discussed in detail.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Rila Anggraeni AU - Dimas Hendrawan AU - Yu-Wen Huang PY - 2020 DA - 2020/06/09 TI - The Impact of Theme Restaurant Servicescape on Consumer’s Value and Purchase Intention BT - Proceedings of the 23rd Asian Forum of Business Education(AFBE 2019) PB - Atlantis Press SP - 226 EP - 232 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200606.038 DO - 10.2991/aebmr.k.200606.038 ID - Anggraeni2020 ER -