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Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions

Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions 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/approachThis 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.FindingsThe 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/valueThis 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Value or image? The effects of restaurant–supplier co-creation on consumers' behavioral intentions

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References (51)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0007-070X
DOI
10.1108/bfj-03-2021-0220
Publisher site
See Article on Publisher Site

Abstract

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/approachThis 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.FindingsThe 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/valueThis 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.

Journal

British Food Journal – Emerald Publishing

Published: Feb 8, 2022

Keywords: Restaurant–supplier; Co-creation; Perceived value; Image; Composite-based structural equation modeling

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