Antecedents and the underlying mechanism of customer intention of co-creating a dining experience. (January 2021)

• Record Type: Journal Article
• Authors: Im, Jinyoung; Qu, Hailin; Beck, Jeffrey A.
• Is Part Of: International journal of hospitality management. Volume 92(2021)
• Publication Date: 2021-01
• Subjects: Full-service restaurants -- Co-creation experience -- Openness to experience -- Perceived physical environment -- Positive anticipated emotions; Hotel management -- Periodicals; Restaurant management -- Periodicals; Food service management -- Periodicals; Hôtels -- Gestion -- Périodiques; Restaurants -- Gestion -- Périodiques; Services alimentaires -- Gestion -- Périodiques; Food service management; Hotel management; Restaurant management; Periodicals; 647.94
• DOI: 10.1016/j.ijhm.2020.102715
• Languages: English
• ISSNs: 0278-4319

Abstract

Highlights: Customers who score high in openness to experience are more likely to participate in the co-creation experience. The perceived physical environment did not influence the intention directly. Positive anticipated emotions fully mediate the relationship between perceived physical environment and the intention. Positive anticipated emotions partially mediate the relationship between the openness to experience on the intention. The positive anticipated emotions is the underlying mechanism of resource integration in the co-creation experience. Abstract: Companies have begun to tap into the resources of their customers to co-create unique and personalized experiences. This study aimed to investigate the influences of openness to experience, known as a customer personality trait, and the perceived physical environment on customers' intention to participate in a co-creation experience. Positive anticipated emotions were introduced to explain the underlying process of co-creation. The data were collected from full-service restaurant diners in the United States. The results indicated that customers who score high in openness to experience are more likely to participate in the co-creation experience whereas the perceived physical environment did not influence the intention directly. The mediating role of positive anticipated emotions was significant between the perceived physical environment and the intention and between openness to experience and the intention. Theoretical and practical implications were discussed in the study.