Examining restaurant purchase intention during crises: the role of message appeal

Abstract

Purpose

This paper aims to examine the joint role of the pandemic-induced source of crisis (i.e. health and social crisis) based on Maslow’s Hierarchy of Needs and message appeal in customer perception of and behavioral intention toward a restaurant.

Design/methodology/approach

This study uses a 2 (source of crisis: social, health) × 2 (message appeal: social, health) between-subjects factorial design. A total of 181 samples was collected and data was analyzed by using ANCOVA and PROCESS.

Findings

The results showed a significant two-way interaction between source of crisis and message appeal on to-go intention. With the potential effect of risk aversion being controlled, message appeal significantly impacted perceived competence, which influenced both dine-in and to-go intentions.

Practical implications

The research findings suggest a crucial role of perceived fit between message appeal and customer concerns during crises. Therefore, restaurant managers should actively communicate their safety practices with their customers to inspire customer confidence.

Originality/value

This study identifies crisis dimensions based on human needs during crises such as the COVID-19 pandemic, which determines the persuasiveness of marketing messages.

Citation

Kim, M., Kim, E.J. and Bai, B. (2021), "Examining restaurant purchase intention during crises: the role of message appeal", International Journal of Contemporary Hospitality Management, Vol. 33 No. 12, pp. 4373-4390. https://doi.org/10.1108/IJCHM-03-2021-0306