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All You Can Eat: Behavioral Evidence From Taiwan

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  • Ya-Hui Wang

Abstract

All-you-can-eat buffet is a popular meal-serving system for people who like to eat a lot and want a wide variety of food. This paper uses the theory of planning behavior to investigate the behavioral intention and overeating behavior of people at an all-you-can-eat restaurant through a questionnaire format from January 1, 2013 to April 1, 2013. The research findings show that attitude, subjective norms, and perceived behavioral control all have a significantly positive influence on behavioral intention. However, people’s overeating behavior is determined mainly by perceived behavioral control, not by behavioral intention.

Suggested Citation

  • Ya-Hui Wang, 2014. "All You Can Eat: Behavioral Evidence From Taiwan," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 7(2), pages 29-37.
    • Handle: RePEc:ibf:ijmmre:v:7:y:2014:i:2:p:29-37
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    References listed on IDEAS

    as
    1. Erez Siniver & Yosef Mealem & Gideon Yaniv, 2013. "Overeating in all-you-can-eat buffet: paying before versus paying after," Applied Economics, Taylor & Francis Journals, vol. 45(35), pages 4940-4948, December.
    2. Henry Kaiser, 1958. "The varimax criterion for analytic rotation in factor analysis," Psychometrika, Springer;The Psychometric Society, vol. 23(3), pages 187-200, September.
    3. Chol Lee & Robert T Green, 1991. "Cross-Cultural Examination of the Fishbein Behavioral Intensions Model," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 22(2), pages 289-305, June.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Sheppard, Blair H & Hartwick, Jon & Warshaw, Paul R, 1988. "The Theory of Reasoned Action: A Meta-analysis of Past Research with Recommendations for Modifications and Future Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(3), pages 325-343, December.
    6. Nahata, Babu & Ostaszewski, Krzysztof & Sahoo, Prasanna, 1999. "Buffet Pricing," The Journal of Business, University of Chicago Press, vol. 72(2), pages 215-228, April.
    7. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    8. David R Just & Brian Wansink, 2011. "The Flat-Rate Pricing Paradox: Conflicting Effects of "“All-You-Can-Eat"” Buffet Pricing," The Review of Economics and Statistics, MIT Press, vol. 93(1), pages 193-200, February.
    9. 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.
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    Cited by:

    1. Sirikarn Phuchada & Phumsith Mahasuweerachai, 2022. "The Higher the Goal, the More You Eat: Reference Dependence In an “ALL-YOU-CAN-EAT†Restaurant," PIER Discussion Papers 185, Puey Ungphakorn Institute for Economic Research.

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    More about this item

    Keywords

    All-You-Can-Eat Buffet; Theory of Planned Behavior;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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