Consumer involvement in restaurant selection

Abstract

This study evaluates the effect of consumer orientation, consumer psychological involvement, and restaurant attributes on satisfaction with dining in ethnic restaurants. The sample represented 232 consumers. Correlation analysis revealed that the opinion, belief, and behavioral intentions of the active consumer significantly affect satisfaction. For the passive consumer no significant effect was found. Results of the stepwise regression analysis revealed that consumer satisfaction was significantly affected by restaurant attributes. Findings of this study contribute not only to consumer self-concept theory and satisfaction theory but also offers practical implications to the ethnic restaurant industry.