Effects of Restaurant Interior Elements on Social Dining Behavior

Abstract

Today's customers tend to select eating places to satisfy pleasures through experiential socialization. This study explores how colors, lighting and decor have effects on customers' perceived social, emotional and behavioral intention on social dining occasions. The experimental method is used and 162 senior students are involved. The results show that the restaurant with monochromatic color scheme, dim lighting and plain decor yields a statistically significant difference on the entire dependent variables with almost any other interior conditions observed in romantic dining, as opposed to that in the case of casual dining. Further research on subtler and diverse dimensions of interior elements is suggested to enrich previous findings.