The influence of perceived credibility on purchase intention via competence and authenticity |
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| Institution: | 1. Brunel Business School, Brunel University London, Kingston Ln, London, Uxbridge UB8 3PH, UK;2. UWA Business School, The University of Western Australia, M263, 35 Stirling Highway, Crawley, WA 6009, Australia;3. QUT Business School, Queensland University of Technology, 2 George Street, Brisbane, Queensland 4000, Australia;1. Faculty of Business and Economics, University of Lausanne, UNIL-Dorigny, Bâtiment Anthropole, 1015 Lausanne, Switzerland;2. Marketing Department, University of Bern, Engehaldenstrasse 4, 3012 Bern, Switzerland;3. École des sciences de la gestion (ESG UQAM), Université du Québec à Montréal (UQAM), 315, rue Sainte-Catherine Est, Montréal, Canada;4. John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West, Montréal, Canada |
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| Abstract: | Due to the significant role of authenticity in the restaurant business, restaurateurs proactively make authenticity claims. However, the literature has rarely examined whether customers view these claims as credible and how the credibility of these claims influences dining intention. Thus, this study examines customers’ perceived credibility of authenticity claims based on the authenticator claiming authenticity, restaurant ownership type, and restaurant history. Furthermore, utilizing trust-transfer theory, this study proposes and tests a model that links customers’ perceived credibility of a restaurant’s authenticity claims, perceived restaurant competence, perceived restaurant authenticity, and purchase intention. The results show that the authenticator of authenticity claims and restaurant ownership type influence the perceived credibility of authenticity claims. Additionally, the perceived credibility of authenticity claims influences customers’ dining intention indirectly through restaurant competence and constructed authenticity. |
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| Keywords: | Perceived authenticity Traditional foods Traditional restaurants Credibility Competence |
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