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Mimicking menu choices: Menu choice failure and blame attribution of Korean customer

Title
Mimicking menu choices: Menu choice failure and blame attribution of Korean customer
Authors
Seo S.Kim K.
Ewha Authors
서선희
SCOPUS Author ID
서선희scopus
Issue Date
2020
Journal Title
International Journal of Hospitality Management
ISSN
0278-4319JCR Link
Citation
International Journal of Hospitality Management vol. 86
Keywords
Blame attributionMimickingTask importanceTie strengthUncertainty
Publisher
Elsevier Ltd
Indexed
SSCI; SCOPUS scopus
Document Type
Article
Abstract
Although behavioral mimicry occurs when customers make decisions, researchers have paid little attention to how behavioral mimicry might affect food choices and subsequent behavioral intentions, especially in social networking. Therefore, this study examined how menu choice failure after using menu referrals from online social networks affect blame attribution and subsequent behavioral intention. This study considered how uncertainty about menu, task importance and tie-strength with an online social network referral affects blame attribution and behavioral intention (customer satisfaction and revisit intention). 2 (Uncertainty; high versus low) × 2 (Task importance; high versus low) × 2 (Tie-strength; strong versus weak) between-subjects experimental design was utilized. This research provided evidence that people are less likely to blame a social media friend for the failure of menu choice when the consumers have low uncertainty about the menu, when the menu choice is less important to them, and when they have strong ties. © 2020
DOI
10.1016/j.ijhm.2020.102456
Appears in Collections:
신산업융합대학 > 식품영양학과 > Journal papers
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