Offline aesthetic design of restaurants and consumers' online intention to post photographs: A moderated mediation model

Abstract

Consumers' motivation for photograph posting as a taste expression practice on social media platforms from an offline aesthetic perspective has been neglected in the literature. We explored the influential mechanisms in this relationship using positive emotional arousal and self-expression as mediators and centrality of visual servicescape aesthetics as a moderator. Data were collected from 273 consumers who had recently dined in well-designed restaurants in China and used social media. The results support the direct and indirect role of offline aesthetic design in consumers' formation of the intention to post photographs of their dining ambience on social media, and the partially moderating role of their aesthetic trait. Theoretical and practical implications for hospitality management and social media research are discussed.