Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions

Abstract

PurposeHighlighting supplier collaboration is a widely adopted practice in tea shops, cafes and other related businesses. However, few studies have examined the effects of supplier-focused food ingredient presentation on consumers' behavioral intentions in food and hospitality research. This study identified the role of restaurant–supplier co-creation and explored its effects on clients' behavioral intention through both value perception and image.Design/methodology/approachThis study developed and tested a model through a survey with 365 responses, which was carried out in China. The measurement and effects of restaurant–supplier co-creation are explored using composite-based structural equation modeling.FindingsThe results show that restaurant–supplier co-creation has a positive effect on perceptions of food value, service value and image. Though restaurant–supplier co-creation does not directly affect behavioral intention, it can enhance behavioral intention by improving customers' impressions.Originality/valueThis study contributes to the emerging literature by conceptualizing the role of restaurant–supplier co-creation. The research combines image theory and perceived value theory in one empirical model to explore the effects of co-creation. The project provides a paradigm for designing technical artifacts using composite-based structural equation modeling.