Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions
ISSN: 0007-070X
Article publication date: 29 July 2021
Issue publication date: 8 February 2022
Abstract
Purpose
Highlighting supplier collaboration is a widely adopted practice in tea shops, cafes and other related businesses. However, few studies have examined the effects of supplier-focused food ingredient presentation on consumers' behavioral intentions in food and hospitality research. This study identified the role of restaurant–supplier co-creation and explored its effects on clients' behavioral intention through both value perception and image.
Design/methodology/approach
This study developed and tested a model through a survey with 365 responses, which was carried out in China. The measurement and effects of restaurant–supplier co-creation are explored using composite-based structural equation modeling.
Findings
The results show that restaurant–supplier co-creation has a positive effect on perceptions of food value, service value and image. Though restaurant–supplier co-creation does not directly affect behavioral intention, it can enhance behavioral intention by improving customers' impressions.
Originality/value
This study contributes to the emerging literature by conceptualizing the role of restaurant–supplier co-creation. The research combines image theory and perceived value theory in one empirical model to explore the effects of co-creation. The project provides a paradigm for designing technical artifacts using composite-based structural equation modeling.
Keywords
Acknowledgements
This research was supported by the Science and Technology Development Fund, Macau, Specialized Subsidy Scheme for Chinese and Portuguese Bilingual Talent Training and Cooperation of Education and Research for Macao Higher Education Institutions, and the FRG funds at Macau University of Science and Technology.
Citation
Lyu, V.C., Roldán, J.L., Chin, W., Liu, V. and Li, C. (2022), "Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions", British Food Journal, Vol. 124 No. 3, pp. 795-810. https://doi.org/10.1108/BFJ-03-2021-0220
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited