This study examined the effects of facility aesthetics and music congruency on emotion and behavioural intention in the upscale restaurant environment. It followed a 3x2 between subjects design. Participants (n = 501) were exposed to a video of a particular restaurant environment and were asked to imagine themselves being in that environment. Then, the participants completed a short survey that measured their emotional state and behavioural intention. Using ANOVA and structural equation modeling, the present study showed that facility aesthetics work together with music congruency to influence behavioural intention. The results suggested that facility aesthetics was a main force driving behavioural intention. However, in the absence of a high level of facility aesthetics, music congruency can help overcome the effect of a moderate level of facility aesthetics. Furthermore, the findings showed that pleasure mediated the interaction effect of facility aesthetics and music congruency on behavioural intention. Restaurant managers may utilize facility aesthetics and music in restaurants to positively influence customers’ emotion and behavioural intention. Other practical implications and contributions are discussed as well.
| Identifer | oai:union.ndltd.org:LACETR/oai:collectionscanada.gc.ca:OGU.10214/3558 |
| Date | 04 May 2012 |
| Creators | Chang, Kevin |
| Contributors | Finlay, Karen |
| Source Sets | Library and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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