The Effects of Multiple Authenticity Dimensions on Dining Intentions in Ethnic Restaurant

Abstract

Recognizing the complexity of the concept of authenticity, some researchers have proposed an authenticity model with a multidimensional structure comprising the true-to-ideal (TTI), true-to-fact (TTF), and true-to-self (TTS) dimensions. However, little is known about how different perceptions of authenticity affect consumer behavior. Thus, by applying cognitive appraisal theory, this study examines how the appraisal of different authenticity dimensions elicits emotional responses and consequently prompts diners’ revisit intentions. Data were collected from 531 Chinese consumers via a survey questionnaire and analyzed via structural modeling analysis. The results show that the TTI and TTF dimensions significantly affect revisit intentions both directly and indirectly through positive and negative emotions. Furthermore, TTS exerts a significant indirect effect on revisit intentions through positive emotions. This study provides critical insights into promoting patronage intentions and positive emotions and preventing negative emotions.