Understanding of Consumer Behavioural Intention towards Choice of Ethnic Restaurant

Abstract

A person’s choice of restaurant is influenced by the quality of food (Cullen, 2005; Jang, Ha & Park, 2012), price (Hyun, 2009; Law, To & Goh, 2008), service quality (Arora & Singer, 2006; Chen & Hu, 2010; Law et al., 2008), value for money (Hyun, 2009), atmosphere or ambience (Arora & Singer, 2006; Law et al., 2008; Ryu & Han, 2010; Namkung & Jang, 2008) and location (Hyun, 2009: Johns & Howard, 1998). While a number of studies have been conducted on a range of restaurant types, such as fast food restaurants, chain restaurants, fine dining restaurants and casual dining restaurants (Arora & Singer, 2006; Hyun, 2009; Njite, Dunn & Kim, 2008; Ryu, Han & Jang, 2010), no study has examined the attributes of the beliefs of individuals in the context of ethnic restaurants. Despite the increasing interest in ethnic restaurants, very little research has been conducted in this restaurant segment (Sriwongrat, 2008). The main aim of this study was to investigate the role of beliefs in the relationship between the attitudes and intentions of consumer behaviour in choosing an ethnic restaurant.