Multidisciplinary Food and Health Laboratory, School of Applied Sciences, State University of Campinas, Limeira, Brazil.
Food Res Int. 2021 Mar;141:110152. doi: 10.1016/j.foodres.2021.110152. Epub 2021 Jan 18.
This study aimed to verify how consumers' intention to visit restaurants during the pandemic is affected by consumers' risk perception and different types of trust. The sample was composed of 546 consumers from 89 different cities in Brazil. An adapted 43 items questionnaire with 5-point scales was administered, and analyzed usingstructural equation modeling. The results indicate that consumers' trust in a restaurant and brand, fair price, solidarity with the restaurant sector, disease denial, and health surveillance trust predict intention to visit a restaurant during the COVID-19 pandemic. Age has significant moderated effects, reducing disease denial effects. The trust in restaurants and brands was the factor with the largest effect size. In a multigroup analysis, it was found that solidarity with the sector does not affect the intention to visit restaurants for consumers without formal work. It is discussed the implications of an increased consumers' risk perception, directly affecting their intentions. Special attention to consumers' trust and fair price perception is fundamental, given consumers' solidary inclination toward helping the restaurant sector. These aspects must be recognized by restaurant owners and managers to be improved and be used to attract consumers.
这项研究旨在验证消费者在疫情期间访问餐厅的意愿如何受到消费者风险感知和不同类型信任的影响。样本由来自巴西 89 个不同城市的 546 名消费者组成。采用经过改编的包含 43 个项目的 5 点量表问卷进行调查，并使用结构方程模型进行分析。结果表明，消费者对餐厅和品牌的信任、公平价格、对餐厅行业的团结、对疾病的否认以及对健康监测的信任，都预示着在 COVID-19 大流行期间访问餐厅的意愿。年龄具有显著的调节作用，降低了对疾病的否认效应。对餐厅和品牌的信任是具有最大效应大小的因素。在多组分析中发现，对于没有正式工作的消费者来说，对行业的团结并不影响他们访问餐厅的意愿。本文讨论了消费者风险感知增加的影响，这直接影响了他们的意愿。特别关注消费者的信任和公平价格感知是至关重要的，因为消费者对帮助餐厅行业具有团结倾向。餐厅所有者和管理者必须认识到这些方面，并加以改进，以吸引消费者。
