What makes consumers repeat consumption internet celebrity restaurant?
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 21 March 2023
Issue publication date: 8 November 2023
Abstract
Purpose
Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.
Design/methodology/approach
In this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.
Findings
BR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.
Practical implications
Managers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.
Originality/value
The research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.
Keywords
Acknowledgements
National First-Class Discipline Construction Project of Geography in Hunan Province (5010002); National Natural Science Foundation of China (71902060); National Social Science Foundation of China (21BGL149); Natural Science Foundation of Hunan Province, China (2020JJ5375); Postgraduate Scientific Research Innovation Project of Hunan Province ( QL20220122); Research Foundation of the Education Department of Hunan Province, China (19C1156; 21A0004).
Citation
Tang, J., Xie, L., Sun, Q. and Liu, X. (2023), "What makes consumers repeat consumption internet celebrity restaurant?", International Journal of Contemporary Hospitality Management, Vol. 35 No. 12, pp. 4073-4098. https://doi.org/10.1108/IJCHM-04-2022-0490
Publisher
:Emerald Publishing Limited
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