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Pandemic Dining Dilemmas: Exploring the Determinants of Korean Consumer Dining-Out Behavior during COVID-19

Author

Listed:
  • Unji Baek

    (Tourism Industry Data Analytics Lab (TIDAL), Sejong University, Seoul 05006, Republic of Korea)

  • Seul Ki Lee

    (Tourism Industry Data Analytics Lab (TIDAL), Sejong University, Seoul 05006, Republic of Korea
    Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Republic of Korea)

Abstract

Amid the COVID-19 pandemic’s significant impact on the dining-out industry, this study examined factors influencing consumers’ dining-out behavior changes using a unified theoretical framework based on the theory of planned behavior (TPB) and select components of the risk information seeking and processing (RISP) model. A quantitative research method was employed, analyzing 536 valid survey responses collected in South Korea in early 2021 using partial least squares structural equation modeling (PLS-SEM). Findings showed that consumer attitude, perceived control, and subjective norm positively influenced dining-out intention, supporting the TPB. However, risk information-seeking behavior discourages dining-out behavior without significantly affecting intention. Fear emerged as a determinant of dining-out intention, risk information-seeking behavior, and dining-out behavior, highlighting the importance of emotions over rational thinking. This study contributes to existing literature by incorporating dining-out intention, COVID-19-related information-seeking behavior, and fear as key antecedents of dining-out behavior during the pandemic, while validating formative indicators that constitute risk information-seeking behavior and dining-out behavior in the research model.

Suggested Citation

  • Unji Baek & Seul Ki Lee, 2023. "Pandemic Dining Dilemmas: Exploring the Determinants of Korean Consumer Dining-Out Behavior during COVID-19," Sustainability, MDPI, vol. 15(10), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:10:p:8323-:d:1151347
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    References listed on IDEAS

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