Understanding Restaurant Switching Behavior from a Cultural Perspective

Ingrid Yu Hua Lin, Anna S. Mattila

Research output: Contribution to journalArticle

31 Citations (Scopus)

Abstract

Research focusing on the impact of culture on switching behaviors is sparse. To bridge that gap, this study examined the role of culture in influencing consumers' switching intentions, vanity-seeking, and exploratory behaviors of novelty-seeking, curiosity-seeking, and variety-seeking. In this study, the authors summarized the dominant Chinese cultural values and discussed their implications for Taiwanese subjects' switching behaviors in the context of casual or trendy restaurants. Data from two countries (United States and Taiwan) were used to gain insight into cultural differences between Taiwanese and U.S. consumers' dining habits. The study results indicate that Taiwanese consumers (i.e., college-aged) are more likely to switch restaurant providers and to exhibit exploratory behaviors than their U.S. counterparts. The findings also provide support for the argument that college-aged Taiwanese consumers might seek to express their individuality in consumer choices while being otherwise bounded by collectivist, core cultural values.

Original languageEnglish (US)
Pages (from-to)3-15
Number of pages13
JournalJournal of Hospitality and Tourism Research
Volume30
Issue number1
DOIs
StatePublished - Jan 1 2006

Fingerprint

individuality
cultural difference
habits
Values
Taiwan
Restaurants
Switching behavior
Cultural values
Variety seeking
Novelty seeking
Cultural differences
Habit
Consumer choice
Curiosity

All Science Journal Classification (ASJC) codes

  • Education
  • Tourism, Leisure and Hospitality Management

Cite this

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Understanding Restaurant Switching Behavior from a Cultural Perspective. / Lin, Ingrid Yu Hua; Mattila, Anna S.

In: Journal of Hospitality and Tourism Research, Vol. 30, No. 1, 01.01.2006, p. 3-15.

Research output: Contribution to journalArticle

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