THE EFFECT OF FACILITY AESTHETICS AND MUSIC ON BEHAVIOURAL INTENTION THROUGH EMOTION IN THE UPSCALE RESTAURANT ENVIRONMENT

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THE EFFECT OF FACILITY AESTHETICS AND MUSIC ON BEHAVIOURAL INTENTION THROUGH EMOTION IN THE UPSCALE RESTAURANT ENVIRONMENT

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dc.contributor.advisor Finlay, Karen
dc.contributor.author Chang, Kevin
dc.date 2012-04-04
dc.date.accessioned 2012-05-04T14:16:44Z
dc.date.available 2012-05-04T14:16:44Z
dc.date.issued 2012-05-04
dc.identifier.uri http://hdl.handle.net/10214/3558
dc.description.abstract This study examined the effects of facility aesthetics and music congruency on emotion and behavioural intention in the upscale restaurant environment. It followed a 3x2 between subjects design. Participants (n = 501) were exposed to a video of a particular restaurant environment and were asked to imagine themselves being in that environment. Then, the participants completed a short survey that measured their emotional state and behavioural intention. Using ANOVA and structural equation modeling, the present study showed that facility aesthetics work together with music congruency to influence behavioural intention. The results suggested that facility aesthetics was a main force driving behavioural intention. However, in the absence of a high level of facility aesthetics, music congruency can help overcome the effect of a moderate level of facility aesthetics. Furthermore, the findings showed that pleasure mediated the interaction effect of facility aesthetics and music congruency on behavioural intention. Restaurant managers may utilize facility aesthetics and music in restaurants to positively influence customers’ emotion and behavioural intention. Other practical implications and contributions are discussed as well. en_US
dc.language.iso en en_US
dc.subject environment en_US
dc.subject restaurant en_US
dc.subject mehrabian en_US
dc.subject russell en_US
dc.subject music en_US
dc.subject facility aesthetics en_US
dc.subject dinescape en_US
dc.title THE EFFECT OF FACILITY AESTHETICS AND MUSIC ON BEHAVIOURAL INTENTION THROUGH EMOTION IN THE UPSCALE RESTAURANT ENVIRONMENT en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US


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