A Model of Patrons' Impulsive Ordering Behaviors in Luxury Restaurants

Abstract

Impulsive ordering behavior is an issue of great importance for revenue maximization in the luxury restaurant industry. This research aimed to develop and test a model of patrons' impulsive ordering behaviors in the luxury restaurant context. The existing literature supported that two theoretical antecedents stimulate patrons' impulsive ordering behaviors: (1) menu browsing time and (2) patron trust in the restaurant. Based on a literature review, it was hypothesized that 10 theoretical antecedents positively influence menu browsing time and trust. During the model development process, it was suggested that patrons' hedonism could play a moderating role in the relationship between atmosphere and menu browsing time. Consequently, 13 theoretical hypotheses were proposed, resulting in a structural model. The model was tested using empirical data collected from 379 luxury restaurant patrons. Based on the results of data analysis, all of the hypotheses were supported. The theoretical/empirical interpretations of these findings are discussed.