The Effect of Environmental Perceptions on Behavioral Intentions Through Emotions: The Case of Upscale Restaurants

Abstract

This research built a conceptual model to show how customers’ perceptions of dining environments influence behavioral intentions through emotions in the upscale restaurant setting. An environmental psychology model was proposed to explore the linkages between customers’ perceptions and emotions (pleasure and arousal) and between customers’ emotional states and behavioral intentions. A structural equation modeling analysis revealed that facility aesthetics, ambience, and employees had significant effects on the level of customer pleasure while ambience and employees significantly influenced the level of arousal. In addition, pleasure and arousal had significant impacts on behavioral intentions, and pleasure appeared to be the more influential emotion of the two. Implications for restaurateurs and academic researchers are also discussed.