COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk

This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for d...

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Detalles Bibliográficos
Autores principales: Wei, Chunhao, Chen, Han, Lee, Yee Ming
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Springer Berlin Heidelberg 2021
Materias:
Empirical Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8503722/
http://dx.doi.org/10.1007/s11628-021-00462-9
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author Wei, Chunhao
Chen, Han
Lee, Yee Ming
author_facet Wei, Chunhao
Chen, Han
Lee, Yee Ming
author_sort Wei, Chunhao
collection PubMed
description This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period.
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spelling pubmed-85037222021-10-12 COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk Wei, Chunhao Chen, Han Lee, Yee Ming Serv Bus Empirical Article This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period. Springer Berlin Heidelberg 2021-10-11 2022 /pmc/articles/PMC8503722/ http://dx.doi.org/10.1007/s11628-021-00462-9 Text en © The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2021 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic.
spellingShingle Empirical Article
Wei, Chunhao
Chen, Han
Lee, Yee Ming
COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title_full COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title_fullStr COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title_full_unstemmed COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title_short COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
title_sort covid-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
topic Empirical Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8503722/
http://dx.doi.org/10.1007/s11628-021-00462-9
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AT leeyeeming covid19preventivemeasuresandrestaurantcustomersintentiontodineouttheroleofbrandtrustandperceivedrisk

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