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11.10.2021 | Empirical article

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

verfasst von: Chunhao Wei, Han Chen, Yee Ming Lee

Erschienen in: Service Business | Ausgabe 3/2022

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Abstract

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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Titel: COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk
verfasst von: Chunhao Wei
Han Chen
Yee Ming Lee
Publikationsdatum: 11.10.2021
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 3/2022
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-021-00462-9

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