Abstract
Today's customers tend to select eating-places for satisfying pleasures through experiential socialization. This study explores how color, lighting and dŽcors have effects on customers’ perceived sociability, emotion and behavioural intention on social dining occasions. Experimental method was used and 162 senior students were involved. The results showed that the restaurant with monochromatic colors, dim lighting and plain dŽcors yielded a statistically significant difference in the entire dependent variables with almost any other interior conditions on romantic dining, as opposed to the case of casual dining. Further research on subtler and diverse dimensions of interior element is suggested to enrich previous findings.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
