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Article
Publication date: 27 June 2019

Yen-Cheng Chen, Pei-ling Tsui, Ching-Sung Lee and Guan-lin Chen

This study used the colours of plates as atmospheric stimulus factors in the Mehrabian–Russell model of environmental influence, which served as the study’s basic background…

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Abstract

Purpose

This study used the colours of plates as atmospheric stimulus factors in the Mehrabian–Russell model of environmental influence, which served as the study’s basic background theory, to explore how plate colour affects consumer appetite preference and dining emotions in Chinese fine dining restaurants. The paper aims to discuss this issue.

Design/methodology/approach

The study used quantitative surveys and employed purposeful sampling and rolling snowball surveys of consumers in Chinese fine dining restaurants in Taipei; 581 effective surveys were collected from the test subjects. The research tools included a plate colour appetite preference scale and a dining emotion scale.

Findings

There were significant differences in age and gender in terms of appetite preference and plate colour. The plate colours with the highest appetite preference were gold, white and black. There were significant differences in plate colour appetite preference in terms of dining mood, with white and gold plates eliciting positive dining moods.

Originality/value

Most academic papers have focused on studying plates in Western dining, while very few studies have focused on the colour of Chinese dining plates. The greatest contribution and value of this study is its discovery of the colour combination of dining plates that can elicit appetite preferences and positive dining emotions among diners in Chinese fine dining restaurants. This information can be used to stimulate positive dining emotions among consumers and help restaurateurs improve the level of dining aesthetics.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 23 September 2019

Yen-Cheng Chen, Pei-Ling Tsui, Hsin-I Chen, Hui-Ling Tseng and Ching-Sung Lee

A high-end ethnic restaurant is a tourism experience that can increase the attractiveness and brand recognition of a tourism destination. The restaurant environment is a key…

1268

Abstract

Purpose

A high-end ethnic restaurant is a tourism experience that can increase the attractiveness and brand recognition of a tourism destination. The restaurant environment is a key element that affects consumer visits. The purpose of this paper is to adopt Schmitt’s experience module to analyse tourist preferences and experiences with respect to floral styles in ethnic fine dining restaurants. The results of this study are intended to serve as a reference for operators of fine dining establishments in designing flower arrangements.

Design/methodology/approach

This study adopts a quantitative research method. A sample was developed using tablet computers to simulate flower arrangements in restaurants. The research tools included a floral style preference scale and a tourist floral experience scale.

Findings

Based on the results, the test subjects preferred European floral design styles in restaurants. Restaurant environments with floral arrangements were best at relaxing the test subjects. A restaurant’s floral style was positively correlated with various aspects of the tourist experience. Gender, age, Chinese flower styles, Japanese flower styles, European flower styles and other variables enabled forecasting the degree of the tourist experience.

Originality/value

When a consumer exhibits higher preference for a restaurant’s floral style, the level of the tourist experience increases. This study investigates the aesthetic experience of restaurants and restaurant atmosphere as a marketing tool. Sensory stimulation within the restaurant atmosphere can be based on the five senses such that tourists may, through the design of the restaurant environment, have specific emotional reactions that improve their tourist experience and reinforce the restaurant’s brand image.

Details

British Food Journal, vol. 122 no. 6
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 20 February 2025

Yen-Cheng Chen, Pei-Ling Tsui, Bo-Kai Lan, Ching-Sung Lee, Ming-Chen Chiang, Mei-Yi Tsai and Yi-Hua Lin

This study examines the temporal dynamics of consumer attitudes, perceived value and purchase intentions toward green agricultural foods, addressing critical gaps in the…

0

Abstract

Purpose

This study examines the temporal dynamics of consumer attitudes, perceived value and purchase intentions toward green agricultural foods, addressing critical gaps in the literature on sustainable consumption behaviours. It emphasises the mediating role of perceived value and its evolution over time, offering insights into consumer decision-making processes.

Design/methodology/approach

A longitudinal design was adopted, collecting data through structured questionnaires from primary household food purchasers in northern Taiwan at baseline, three months and six months. Analytical techniques, including multiple regression, mediation analysis and repeated measures ANOVA, were employed to examine relationships and track changes over time.

Findings

The results reveal that consumer attitudes positively influence perceived value, which fully mediates the relationship with purchase intentions. Temporal analysis indicates significant increases in perceived value and purchase intentions over six months, demonstrating that sustained exposure to green agricultural foods reinforces consumer commitment and pro-environmental behaviours. Attitudes alone do not directly predict purchase intentions without the mediation of perceived value, highlighting the critical role of perceived benefits in driving long-term sustainable consumption.

Practical implications

This study provides actionable insights for enhancing the perceived value of green agricultural foods. Businesses should prioritise health and environmental benefits, while policymakers can design campaigns and incentives to promote sustainable dietary habits, aligning with Sustainable Development Goal 12.

Originality/value

By exploring the mediating role of perceived value in transforming positive consumer attitudes into purchase intentions, this study highlights how perceived value, shaped by health and environmental benefits, drives consumer behaviour. These findings contribute valuable insights for enhancing market appeal and supporting sustainable food marketing strategies.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 7 June 2018

Yen-Cheng Daniel Chen and Ching-Sung Lee

The purpose of this paper is to investigate how the appearances of Chinese restaurant employees, including gender and the style and color of dress, influence the appetites and…

1004

Abstract

Purpose

The purpose of this paper is to investigate how the appearances of Chinese restaurant employees, including gender and the style and color of dress, influence the appetites and additional order intentions of customers.

Design/methodology/approach

This research implemented questionnaire survey. Consumers in Chinese restaurants of international tourist hotels located in Taipei, Taiwan, were targeted as research objects. After deleting questionnaires with incomplete answers, the researchers obtained 818 valid questionnaires for data analysis.

Findings

The analysis results indicate that the gender, style of dress and degree of color coordination of a waitperson’s clothing can significantly influence consumer perceptions and feelings.

Originality/value

The analysis of this study implies that restaurant management should stress professional attendant training. By strengthening training and regulating attendant style, a management team can effectively improve upon their customers’ recognition of a business. This research addresses the influence of different dress style and dress color combinations on consumer appetites and additional order intentions.

Details

British Food Journal, vol. 120 no. 6
Type: Research Article
ISSN: 0007-070X

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