ABSTRACT

The role of esthetic dining in the experience economy has rarely been explored by previous studies. This study examines the relationships among esthetic stimulation, pleasantness, behavioral intentions, and memorable experiences in the dining context. A total of 561 participants were recruited through Amazon Mechanical Turk (MTurk). The survey results demonstrated that the esthetic dining experience can be explained by the S-O-R model. Esthetic stimulation positively affects the most common esthetic emotion-pleasantness, in the service context and subsequently affects behavioral intentions. Moreover, memorable experiences fully mediate the relationship between pleasantness and behavioral intentions. This study identifies a model of the esthetic dining experience and contributes to the construction of an esthetic dining context for restaurant practitioners.

摘要

以前的研究很少探讨审美用餐在体验经济中的作用。这项研究探讨了餐饮环境中审美刺激，愉悦感，行为意图和难忘体验之间的关系。通过Amazon Mechanical Turk（MTurk）招募了总共561名参与者。调查结果表明，可以通过SOR模型来解释审美用餐体验。在服务环境中，审美刺激会积极影响最常见的审美情感愉悦感，进而影响行为意图。此外，令人难忘的经历充分调解了愉悦感和行为意图之间的关系。