Investigating Children’s Role in Family Dining-Out Choices: Evidence From a Casual Dining Restaurant

Abstract

This study investigates children’s influence over parents with regards to the selection of family dining-out options. To further understand the connection between children’s influence on family dining and practical behaviors, this study examined children’s roles in relation to family communication patterns. Additionally, children’s demographic characteristics were examined as predictors influencing family dining-out choices. The context of this study was casual dining restaurants, a popular destination for family dining, vis-a-vis Taiwanese family consumers. The results show that mothers play a dominant role in the family dining-out decision-making process, and that children’s influence is similar to that of fathers in deciding on the type of restaurants, the specific restaurant, and the order of food items while at a restaurant. Additionally, teenage children have more influence than fathers. This study offers practical implications for foodservice operators in the development of family-friendly services, and in the development of future marketing strategies.