Document Type
Journal Article
Publication Title
Anatolia
Publisher
Taylor & Francis
School
Centre for Precision Health / School of Business and Law
RAS ID
64740
Abstract
Nutraceutical restaurants providing medical and/or health benefits have become an emerging market; however, the underlying factors and the mechanism explaining dining behaviours in nutraceutical restaurants remain unknown. This study utilized a mixed-methods approach to bridge this research gap. An exploratory qualitative interview was conducted to identify the determinants of patronage behaviour at nutraceutical restaurants. We further conducted a quantitative study utilizing an extended value-attitude-behaviour model to provide quantitative evidence. The results showed that health, cultural values, and social norms significantly influenced customers’ attitudes, thus leading to their revisit intentions. Furthermore, we found a significant role of social norms in determining nutraceutical consumption. Additionally, age was found to moderate the effects of health values and social norms on revisit intention.
DOI
10.1080/13032917.2023.2282041
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Kim, J. H., Hu, F., Wen, J., & Hou, H. (2023). Understanding tourists’ dining behaviors at traditional Chinese nutraceutical restaurants. Anatolia. Advance online publication. https://doi.org/10.1080/13032917.2023.2282041