How sensory perceptions and sensory brand experience influence customer behavioral intentions in the context of cartoon-themed restaurants

Abstract

Factors that influence the effect of the sensory experiences of restaurant customers on their behavioral intentions are of interest to both academia and industry. This study drew on the stimulus-organism-response framework in the development of a double-moderated mediation model designed to fill the gaps in existing research, with a specific focus on the context of cartoon-themed restaurants. We examined how and when sensory brand experience mediates the relationship between sensory perceptions and behavioral intentions. We further investigated the moderating effects of innovative image and perceived food healthiness on this same relationship. The proposed hypotheses were examined using data collected from 590 customers of a targeted cartoon-themed restaurant. The results indicate that sensory brand experience mediates the relationship between sensory perceptions and customer behavioral intentions. This relationship was further moderated by innovative image and perceived food healthiness. Specifically, the positive correlation between sensory perceptions and behavioral intentions was highest for high levels of innovative image and for low levels of perceived food healthiness.