The impact of media reputation on customers behavioral intention - the contextual stepwise approach

Abstract

This study employed both quantitative and qualitative approaches to discuss the impacts of media reputation on customers behavioral intentions. A total of 322 completed questionnaires were analyzed, and found that theoretical framework and uncovered strong links between a numbers of hypothesized antecedent and behavioral intentions. The variable which made the largest contribution to prediction of media reputation from customers is social responsibility. Moreover, fifteen qualitative interviews were conducted. The owner-managers, however, have different points of view, they have thought about their restaurants reputation, but it not come from the media. The main contribution drawn from this study is to connect the media reputation from both sides, one side being the customers and the other the owner-managers of Chinese restaurants.