Effects of the Psychological Characteristic of Sensation Seeking on Behavioral Intention to Try Ethnic Food: The Moderating Role of Gender

Previous studies has identified that food consumption can be influenced by individual characteristics and sensation seeking as personality traits. This approach has used to examine the relationship between sensation seeking and unfamiliar/novel food and beverages. From this point of views, the current study is to analyze the effects of the psychological characteristic of sensation seeking (SS) on consumers’ behavioral intention to try ethnic food and beverages in the context of hospitality and tourism. Also this study attempt to examine a moderating role of gender in the relationship between sensation seeking and consumers’ behavioral intention to consume ethnic food. Based on the literature review, the Brief Sensation Seeking Scale (BSSS), suggested by Eachus (2004) was administered to a convenience sample of 210 participants, and then 189 usable questionnaires were obtained. As the result of this study, it was found that even though two dimensions of sensation seeking (e.g., experience seeking; and thrill and adventure seeking) had the significant effect on behavioral intention, there was no significant relationship between disinhibition and behavioral intention; and between boredom susceptibility and behavioral intention. In addition, it was found that gender did not play a moderating function in the relationship between sensation seeking and behavioral intention to consume ethnic food. Finally, the interpretations of the findings and their managerial implications are discussed in the present study.