Effect of restaurant consumers’ anticipated emotions on perceived value and behavioral intention in the COVID-19 context

Abstract

While hospitality scholars have been conducting research on post-pandemic consumption recovery, the impact of the psychological consequences of COVID-19 on consumers’ post-pandemic behavior remains insufficiently addressed. Therefore, the purpose of this study is to explore the relationships among anticipated emotions, perceived value, perceived threat, and dining-out intention in the COVID-19 context. In this study, 621 restaurant consumers in China were surveyed and the data were analyzed with structural equation modeling. The results suggested that positive anticipated emotions affect perceived hedonic, utilitarian, and social values, whereas negative anticipated emotions affect hedonic value. Hedonic and utilitarian values then influence dining-out intention. Perceived threat in terms of perceived severity and susceptibility to COVID-19 was explored to moderate the impacts of hedonic and social values on the intention. This study contributes to the literature by identifying the positive, distinct roles of both anticipated emotions on consumer dining-out intention through perceived values and threats during the early recovery of COVID-19.

Investigating Psychological Motivations to Use Online Physical Learning: A Theoretical Study in the Dance Education

“…This finding is consistent with previous research demonstrating that attitudes have a positive influence on perceived value, which in turn has a positive influence on intention to use. [32][33][34] Our study extends this literature by demonstrating that perceived value partially mediates the relationship between attitudes and intention to use online dance classes. Instructors should be aware that fostering positive attitudes towards online dance classes may increase students' perceived value of these classes and ultimately their intention to use them.…”