A model of a patron's innovativeness formation toward a chain restaurant brand

Abstract

Purpose

The purpose of this research is to create and test a model of a patron's innovativeness formation toward a chain restaurant brand.

Design/methodology/approach

A review of the current literature revealed six key determinants in the formation of patrons' innovativeness in the chain restaurant context. Based on theoretical relationships between these constructs, a structural model was proposed. The model was tested utilizing data collected from 433 chain restaurant patrons.

Findings

Data analysis indicates that satisfaction and brand attitude positively influence innovativeness, with the impact mediated by advertising effectiveness and perceived risk in a new menu trial. Advertising effectiveness significantly reduced patrons' perceived risk in a new menu trial and thus positively influences innovativeness. Lastly, it was revealed that sales promotions have a strong impact on innovativeness.

Research limitations/implications

The findings emphasize the significance of study variables in the formation of patrons' innovativeness in the chain restaurant context. These findings help restaurant practitioners in successful new menu/food product launch.

Originality/value

This study is the first to explain the formation of patrons' innovativeness in the chain restaurant industry. Given that a proper understanding of innovativeness is critical to achieving chain restaurants' business success, the model verified in this study may serve as a guideline for practitioners/researchers in this field.

Citation

Sean Hyun, S. and Han, H. (2012), "A model of a patron's innovativeness formation toward a chain restaurant brand", International Journal of Contemporary Hospitality Management, Vol. 24 No. 2, pp. 175-199. https://doi.org/10.1108/09596111211206132