Maziriri Eugine Tafadzwa, Rukuni Tarisai Fritz, Chuchu Tinashe
Department of Business Management, University of the Free State, Bloemfontein, South Africa.
Department of Marketing Management, University of Pretoria, Pretoria, South Africa.
Data Brief. 2020 Sep 7;32:106279. doi: 10.1016/j.dib.2020.106279. eCollection 2020 Oct.
This article presents raw inferential statistical data that determined the how selected multi-sensory dimensions such as sight, sound and smell would influence consumer attitudes towards quick-service restaurants, restaurant patronage intention, food purchase decision, food consumption satisfaction, restaurant attachment, repurchase intention and positive word of mouth in South African quick-service restaurants. To test the conceptual model an online questionnaire was used to collect data from Generation Z restaurant consumers within the metropolitan area of Bloemfontein, South Africa. The data were analysed using a quantitative approach. Reliability and validity were confirmed. The data was presented using Structural Equation modeling (SEM) using the Smart PLS program. The analysis of the SEM path shows estimates of the interconnectivity of the major constructs in the data. The findings from this dataset show that sight, sound and smell had on consumer attitudes towards quick-service restaurants and restaurant patronage intention. In addition, consumer attitudes towards quick-service restaurants and restaurant patronage intention had a positive influence on food purchase decisions. Food purchase decisions positively and significantly influenced food consumption satisfaction. Additionally, food consumption satisfaction positively and significantly influenced restaurant attachment, repurchase intention and positive word of mouth. Furthermore, restaurant attachment had a positive influence on repurchase intention and repurchase intention had a positive influence on positive word of mouth. Moreover, surprisingly, restaurant attachment had a negative and an insignificant influence on positive word of mouth.
本文呈现了原始的推断统计数据，这些数据确定了诸如视觉、听觉和嗅觉等选定的多感官维度如何影响南非速食餐厅消费者对速食餐厅的态度、光顾意愿、食品购买决策、食品消费满意度、餐厅依恋、回购意愿以及正面口碑。为了测试概念模型，使用在线问卷从南非布隆方丹大都市区的Z世代餐厅消费者中收集数据。采用定量方法对数据进行分析。确认了信效度。使用Smart PLS程序通过结构方程模型（SEM）呈现数据。SEM路径分析显示了数据中主要构念的相互关联性估计。该数据集的研究结果表明，视觉、听觉和嗅觉对消费者对速食餐厅的态度和光顾意愿产生影响。此外，消费者对速食餐厅的态度和光顾意愿对食品购买决策有积极影响。食品购买决策对食品消费满意度有积极且显著的影响。此外，食品消费满意度对餐厅依恋、回购意愿和正面口碑有积极且显著的影响。此外，餐厅依恋对回购意愿有积极影响，回购意愿对正面口碑有积极影响。而且，令人惊讶的是，餐厅依恋对正面口碑有负面且不显著的影响。
