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What Can Drive Consumers’ Dining-Out Behavior in China and Korea during the COVID-19 Pandemic?

Author

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  • Yongping Zhong

    (Department of International Trade, Chungnam National University, 99 Daehak-ro, Yuseong-gu, Daejeon 34134, Korea)

  • Segu Oh

    (School of Business, Chungnam National University, 99 Daehak-ro, Yuseong-gu, Daejeon 34134, Korea)

  • Hee Cheol Moon

    (Department of International Trade, Chungnam National University, 99 Daehak-ro, Yuseong-gu, Daejeon 34134, Korea)

Abstract

Currently, living with COVID-19 under certain protective measures still continues as the “new normal” for most of the world. The disruption that the pandemic has caused to societies and economies, especially to the restaurant industry, may last longer than some had thought. This study intended to find out the key drivers of consumers’ dining-out intentions and their internal relationships. We adopted the structural equation modeling (SEM) method with 508 surveys collected from China and Korea. The results were as follows: perceived psychological risks, subjective norms, and enjoyment are influential to consumers’ dining-out intentions but not restaurant precautionary measures or perceived physical risk; subjective norms have direct implications on both perceived psychological and physical risks, while restaurant precautionary measures can only significantly affect perceived physical risk; enjoyment can be negatively influenced by perceived psychological and physical risks; country can moderate the relationships between subjective norms, perceived physical/psychological risk, and enjoyment. This study provides further understanding of the current food consumption patterns, which will help restaurants set up strategies accordingly to sustain their businesses and get them more prepared for any future outbreaks.

Suggested Citation

  • Yongping Zhong & Segu Oh & Hee Cheol Moon, 2021. "What Can Drive Consumers’ Dining-Out Behavior in China and Korea during the COVID-19 Pandemic?," Sustainability, MDPI, vol. 13(4), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1724-:d:494109
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    References listed on IDEAS

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    Cited by:

    1. Manuel Bagcat & Melecio A. Sy Jr., 2023. "Entrepreneurial Experiences on Food Business Recovery amidst the Pandemic: A Transcendental Phenomenology," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 217-232, December.
    2. Susan (Sixue) Jia, 2021. "Analyzing Restaurant Customers’ Evolution of Dining Patterns and Satisfaction during COVID-19 for Sustainable Business Insights," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    3. Bobae Hong & Kichang Kim & Yuxin Su, 2024. "The Intergenerational Transmission of Risk Preferences: Evidence from Field Experiments in China and Korea," Journal of Family and Economic Issues, Springer, vol. 45(1), pages 151-173, March.
    4. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    5. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    6. Burlea-Schiopoiu, Adriana & Puiu, Silvia & Dinu, Adina, 2022. "The impact of food delivery applications on Romanian consumers’ behaviour during the COVID-19 pandemic," Socio-Economic Planning Sciences, Elsevier, vol. 82(PA).

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