IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i17p7131-d407215.html
   My bibliography  Save this article

How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk

Author

Listed:
  • Hye Jin Sung

    (Department of Foodservice Management, PaiChai University, 155-40, Baejae-ro, Seo-gu, Daejeon-si 35345, Korea)

  • Hyun Young Kim

    (College of Hotel and Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Meehee Cho

    (College of Hotel and Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

Abstract

In today’s modern society, television (TV) food programs exert significant influence in the domestic and international foodservice market. This study applied the elaboration likelihood model (ELM) to examine the information processing and decision-making activities of restaurant customers related to TV food shows that they watched. The ELM was expanded and tested by including perceived risk as a factor influencing attitude towards a restaurant. A total of 347 responses obtained from Korean residents, who had obtained information delivered by a messenger in a TV program and had subsequently visited that restaurant in the three months prior to the survey were analyzed. Results revealed that the information quality components significantly influenced attitude towards restaurants. For the peripheral route, while the credibility of the messenger had no significant impact, the vividness of expression had a positive impact on attitude towards restaurants. Performance risk was shown to have a negative impact on attitude towards the restaurant. However, time risk, possibly requiring long-distance travel or long waiting times for available tables played a positive role. The long wait times may be perceived well because many people wanting to eat at the restaurants is a positive sign about the experience. Attitude towards a restaurant positively influenced visit intention. Based on the study’s findings, discussion, implications, and limitations for future studies are provided.

Suggested Citation

  • Hye Jin Sung & Hyun Young Kim & Meehee Cho, 2020. "How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk," Sustainability, MDPI, vol. 12(17), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:7131-:d:407215
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/17/7131/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/17/7131/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Kostecki, Michel, 1996. "Waiting lines as a marketing issue," European Management Journal, Elsevier, vol. 14(3), pages 295-303, June.
    2. Miriam J. Metzger, 2007. "Making sense of credibility on the Web: Models for evaluating online information and recommendations for future research," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(13), pages 2078-2091, November.
    3. Stephanie Watts Sussman & Wendy Schneier Siegal, 2003. "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption," Information Systems Research, INFORMS, vol. 14(1), pages 47-65, March.
    4. Barbara H. Wixom & Peter A. Todd, 2005. "A Theoretical Integration of User Satisfaction and Technology Acceptance," Information Systems Research, INFORMS, vol. 16(1), pages 85-102, March.
    5. Han, Heesup & Hsu, Li-Tzang (Jane) & Sheu, Chwen, 2010. "Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities," Tourism Management, Elsevier, vol. 31(3), pages 325-334.
    6. Tao Zhou & Yaobin Lu & Bin Wang, 2016. "Examining online consumers’ initial trust building from an elaboration likelihood model perspective," Information Systems Frontiers, Springer, vol. 18(2), pages 265-275, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. G. Rejikumar & Aswathy Asokan-Ajitha & Sofi Dinesh & Ajay Jose, 2022. "The role of cognitive complexity and risk aversion in online herd behavior," Electronic Commerce Research, Springer, vol. 22(2), pages 585-621, June.
    2. repec:jtr:journl:v:4:y:2012:i:1:p:12-37 is not listed on IDEAS
    3. Stephanie Watts & Laurie Giddens, 2017. "Credibility assessment for sustainable consumption: A laboratory study," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1356608-135, January.
    4. Yanli Zhang & Xinmiao Li & Weiguo Fan, 2020. "User adoption of physician's replies in an online health community: An empirical study," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 71(10), pages 1179-1191, October.
    5. Hanne Knight & Mohamed Yacine Haddoud & Phil Megicks, 2022. "Determinants of corporate sustainability message sharing on social media: A configuration approach," Business Strategy and the Environment, Wiley Blackwell, vol. 31(2), pages 633-647, February.
    6. Hsiao, Chun Hua & Yang, Chyan, 2011. "The intellectual development of the technology acceptance model: A co-citation analysis," International Journal of Information Management, Elsevier, vol. 31(2), pages 128-136.
    7. Zhang, Guijie & Wei, Fangfang & Jia, Ning & Ma, Shoufeng & Wu, Yi, 2019. "Information adoption in commuters’ route choice in the context of social interactions," Transportation Research Part A: Policy and Practice, Elsevier, vol. 130(C), pages 300-316.
    8. Mengmeng Wang & Wenjie Yang, 2021. "What Drives Rural Consumers to Change E-Commerce Attitude and Adopt E-Commerce through the Moderating Role of Corporate Social Responsibility in an Emerging Market? An Empirical Investigation in the C," Sustainability, MDPI, vol. 13(23), pages 1-22, November.
    9. Leo-Paul Dana & Demetris Vrontis & Ranjan Chaudhuri & Sheshadri Chatterjee, 2023. "Entrepreneurship Strategy through Social Commerce Platform: An Empirical Approach Using Contagion Theory and Information Adoption Model," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    10. Rohit Aggarwal & Vishal Midha & Nicholas Sullivan, 2024. "The Effect of Gender Expectations and Physical Attractiveness on Discussion of Weakness in Online Professional Recommendations," Information Systems Research, INFORMS, vol. 35(1), pages 87-103, March.
    11. Mohamad Rohieszan Ramdan & Zuraidah Zainol & Rusliza Yahaya & Nurul Fadly Habidin & Juliana Osman, 2018. "The Effect of Nutrition Label Literacy and Attitude towards Nutrition Label on Healthy Food Choice among Consumer in Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(2), pages 671-686, February.
    12. Nketiah, Emmanuel & Song, Huaming & Cai, Xiang & Adjei, Mavis & Adu-Gyamfi, Gibbson & Obuobi, Bright, 2022. "Citizens’ intention to invest in municipal solid waste to energy projects in Ghana: The impact of direct and indirect effects," Energy, Elsevier, vol. 254(PC).
    13. Ding, David Xin & Hu, Paul Jen-Hwa & Sheng, Olivia R. Liu, 2011. "e-SELFQUAL: A scale for measuring online self-service quality," Journal of Business Research, Elsevier, vol. 64(5), pages 508-515, May.
    14. Jinsoo Park & Hamirahanim Abdul Rahman & Jihae Suh & Hazami Hussin, 2019. "A Study of Integrative Bargaining Model with Argumentation-Based Negotiation," Sustainability, MDPI, vol. 11(23), pages 1-21, December.
    15. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    16. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management," Business Strategy and the Environment, Wiley Blackwell, vol. 27(3), pages 323-335, March.
    17. Bo-Kyeong Kim & Kyoung-Ok Kim, 2020. "Relationship between Viewing Motivation, Presence, Viewing Satisfaction, and Attitude toward Tourism Destinations Based on TV Travel Reality Variety Programs," Sustainability, MDPI, vol. 12(11), pages 1-13, June.
    18. Leonidou, Leonidas C. & Leonidou, Constantinos N. & Fotiadis, Thomas A. & Zeriti, Athina, 2013. "Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance," Tourism Management, Elsevier, vol. 35(C), pages 94-110.
    19. Jungsug Kim & Eunjeung Kim, 2022. "Relationship between Self-Esteem and Technological Readiness: Mediation Effect of Readiness for Change and Moderated Mediation Effect of Gender in South Korean Teachers," IJERPH, MDPI, vol. 19(14), pages 1-11, July.
    20. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    21. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:17:p:7131-:d:407215. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.