Using authenticity cues to increase repurchase intention in restaurants: Should the focus be on ability or morality?

Abstract

Extant studies on restaurant experiences have prioritised the examination of perceived authenticity often at the expense of other authenticity types, such as moral and existential authenticities. Using signalling theory, this study evaluates a model of authenticity cues to predict consumer repurchase intention. A survey of 424 consumers at time-honoured restaurants in China demonstrated that moral authenticity contributed more to consumers' perceived authenticity and intrapersonal (existential) authenticity than business ability-related authenticities (food, environment, and staff authenticities). Food and moral authenticities had a direct effect on repurchase intention. Theoretical and practical implications are offered.