tailieunhanh - The effect of design of restaurant on customer behavioral intentions

This study investigates the mechanism by which customers’ affective and cognitive states drive their behavioural intentions towards upscale restaurants. With stimulus-organism-response (SOR) theory as a backbone, two competing mediation scenarios; one-step versus two-step mediation are examined. A dataset of 425 conveniently selected valid responses was used to test the models. Structural equation modelling shows that customer behavioural intentions were better explained by a cognitive-affective mediated model than by one-step mediated model. | The effect of design of restaurant on customer behavioral intentions