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Antecedents and the underlying mechanism of customer intention of co-creating a dining experience
Institution:1. Division of Engineering, Business, and Computing Penn State Berks Tulpehocken Road, P.O. Box 7009, Reading, PA 19610, United States;2. School of Hospitality & Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, United States;3. The School of Hospitality Business, Broad College of Business, Michigan State University, 667 North Shaw Lane, East Lansing, MI 48824, United States;1. Department of Tourism, Chienkuo Technology University, Taiwan;2. Department of Business Administration, Dayeh University, Taiwan;3. Department of Industrial Education and Technology, National Changhua University of Education, Taiwan;1. Faculty of Business Administration, University of Macau, E22-1046, Avenida da Universidade, Taipa, Macau SAR, China;2. Faculty of Business Administration, Centre for Cognitive and Brain Sciences, University of Macau, E22-3037, Avenida da Universidade, Taipa, Macau SAR, China;3. Faculty of Business Administration, University of Macau, E22-G031, Avenida da Universidade, Taipa, Macau SAR, China;4. Surrey International Institute Dongbei University of Finance and Economics, 217 Jian Shan Street, Sha He Kou District, Dalian, China;1. Department of Marketing, Auckland University of Technology, 120 Mayoral Drive, Auckland 1010, New Zealand;2. Department of Marketing, Spears School of Business, Oklahoma State University, 477 Business Building, Stillwater, OK, 74078, USA;3. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong;4. College of International Management, Ritsumeikan Asia Pacific University, 1-1 Jumonjibaru, Beppu, Oita, 874-8577, Japan;1. Faculty of Economics and Business Administration, Ruppin Academic Center, Israel;2. Paris School of Business, France;1. Department of Hotel and Tourism Management, Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, Israel;2. Hospitality and Tourism Program, Pamplin College of Business, Virginia Polytechnic Institute and State University, Israel;3. Department of Hotel and Tourism Management, Guilford Glazer Faculty of Business and Management, Ben-Gurion University of the Negev, P.O. Box 653, Beer-Sheba 84105, Israel
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.
Keywords:Full-service restaurants  Co-creation experience  Openness to experience  Perceived physical environment  Positive anticipated emotions
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