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COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk

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  • Chunhao Wei

    (Auburn University)

  • Han Chen

    (University of New Orleans)

  • Yee Ming Lee

    (Auburn University)

Abstract

This study examined the roles of perceived preventive measures and brand trust on the intention to dine out at restaurants during the reopening period in the United States. A total of 587 participants, recruited through a market research company completed the data. Multiple regression was used for data analysis. The results indicated that perceived importance of preventive measures enhanced customers’ intention to dine out via brand trust. Perceived risk moderated the relationship between perceived importance of preventive measures and brand trust. The study provided significant implications for restaurant operation during the reopening period.

Suggested Citation

  • Chunhao Wei & Han Chen & Yee Ming Lee, 2022. "COVID-19 preventive measures and restaurant customers’ intention to dine out: the role of brand trust and perceived risk," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 581-600, September.
    • Handle: RePEc:spr:svcbiz:v:16:y:2022:i:3:d:10.1007_s11628-021-00462-9
    DOI: 10.1007/s11628-021-00462-9
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    References listed on IDEAS

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