Esthetic Dining Experience: The relations among aesthetic stimulation, pleasantness, memorable experience, and behavioral intentions

ABSTRACT

The role of esthetic dining in the experience economy has rarely been explored by previous studies. This study examines the relationships among esthetic stimulation, pleasantness, behavioral intentions, and memorable experiences in the dining context. A total of 561 participants were recruited through Amazon Mechanical Turk (MTurk). The survey results demonstrated that the esthetic dining experience can be explained by the S-O-R model. Esthetic stimulation positively affects the most common esthetic emotion-pleasantness, in the service context and subsequently affects behavioral intentions. Moreover, memorable experiences fully mediate the relationship between pleasantness and behavioral intentions. This study identifies a model of the esthetic dining experience and contributes to the construction of an esthetic dining context for restaurant practitioners.

审美用餐的体验经济的作用已很少被以前的研究探讨. 这项研究探讨了就餐环境而言，审美刺激，愉悦感，行为意图和难忘体验之间的关系. 总共名参与者通过亚马逊的Mechanical Turk（MTurk）招募. 调查结果表明，审美的用餐体验可以通过S-O-R模型来解释. 在服务环境中，审美刺激会积极影响最常见的审美情感愉悦感，进而影响行为意图. 此外，令人难忘的经历充分调解了愉悦与行为意图之间的关系. 这项研究确定的审美用餐体验，并有助于为餐厅从业者的审美餐饮方面的建设模式.

KEYWORDS:

• Hospitality esthetics
• esthetic sense
• food experience
• emotion
• memory

Additional information

Funding

This work was supported by the Ministry of Science and Technology, Taiwan [MOST 107-2511-H-228-001-MY3].