Influence of customer personality on perceived attractiveness and similarity in a food service context

Abstract

Utilizing a customer style inventory, in this research we find that customer personality is associated with customer behavior in a food service context. We collected responses from 125 independent and 99 franchise coffee houses recruited using an online survey platform. Based on partial least-structured structural equation models, our findings demonstrate that brand and recreation consciousness influence both brand attractiveness and similarity. Impacts of quality consciousness on attractiveness and novelty consciousness on similarity are also found. Brand attractiveness leads to customer positive purchase intention toward the coffee houses. However, customer price consciousness and impulsiveness do not significantly influence positive behavior. Finally, we compare the impact of customer consumption styles on customer behavior between independent and franchise coffee houses. We observe higher impacts of quality consciousness among independent coffee house customers, whereas recreation consciousness is more influential among customers of franchise coffee houses.

在这项研究中，我们利用消费者风格清单发现了顾客的个性与顾客在食品服务环境中的行为有关。 我们利用在线问卷调查平台,对招募s的125家独立咖啡屋和99家加盟咖啡屋进行了问卷调查。 基于偏最小结构方程模型，我们发现品牌意识和娱乐意识影响品牌吸引力和品牌相似性。 质量意识对吸引力和新颖意识的影响被发现具有相似性。 品牌吸引力会引起顾客对咖啡屋的积极购买意向。然而, 顾客的价格意识和冲动对积极行为没有太大影响。 最后，我们比较了独立咖啡屋和特许咖啡屋顾客消费风格对顾客行为的影响。 并发现品质意识对独立咖啡屋顾客具有更高的影响，而娱乐意识对特许咖啡屋顾客的影响较大。