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Examining restaurant purchase intention during crises: the role of message appeal

Minji Kim (William F. Harrah College of Hospitality, University of Nevada, Las Vegas, NV USA)
Eun Joo Kim (Tourism Research Institute, BK21 Plus Higher Education Team of Global Tourism SDGs, Dong-A University Gudeok-ro, Busan, Republic of Korea)
Billy Bai (William F. Harrah College of Hospitality, University of Nevada, Las Vegas NV USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 11 October 2021

Issue publication date: 16 November 2021

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Abstract

Purpose

This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in customer perception of and behavioral intention toward a restaurant.

Design/methodology/approach

This study uses a 2 (source of crisis: social, health) × 2 (message appeal: social, health) between-subjects factorial design. A total of 181 samples was collected and data was analyzed by using ANCOVA and PROCESS.

Findings

The results showed a significant two-way interaction between source of crisis and message appeal on to-go intention. With the potential effect of risk aversion being controlled, message appeal significantly impacted perceived competence, which influenced both dine-in and to-go intentions.

Practical implications

The research findings suggest a crucial role of perceived fit between message appeal and customer concerns during crises. Therefore, restaurant managers should actively communicate their safety practices with their customers to inspire customer confidence.

Originality/value

This study identifies crisis dimensions based on human needs during crises such as the COVID-19 pandemic, which determines the persuasiveness of marketing messages.

Keywords

Citation

Kim, M., Kim, E.J. and Bai, B. (2021), "Examining restaurant purchase intention during crises: the role of message appeal", International Journal of Contemporary Hospitality Management, Vol. 33 No. 12, pp. 4373-4390. https://doi.org/10.1108/IJCHM-03-2021-0306

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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