Maximizing Patrons' Spending Amount via Advertising Effectiveness in the Chain Restaurant Industry: A Moderating Role of Patron's Dining Involvement

The purpose of this research was to create and test a model of maximizing patron's spending amount in restaurant industry. Based on literature review,it was theorized that advertising, perceived value, and satisfaction are key determinants of patron's spending in a restaurant. Two dimensions of advertising (menu information in the advertising and stimulation in the advertising), two dimensions of perceived value (utilitarian value and hedonic value) were derived. Based on theoretical backgrounds, 15 hypotheses were derived and a structural model was proposed. The structural model was tested using the empirical data collected from 433 chain restaurant patrons. Based on the data analysis results theoretical/managerial implications were discussed.