Dissertation
Three essays on impacts of food pictures on consumers' food-related behaviors
Doctor of Philosophy (PhD), Washington State University
01/2018
Handle:
https://hdl.handle.net/2376/118165
Abstract
This dissertation advances the understanding of consumers’ food-related behaviors by delineating the role of food pictures in consumer food-related behaviors with the increasing use of digital menu and growth of online food ordering. The first essay identifies five factors influencing consumers’ intentions of using online food delivery services and examines the relative importance of each factor on consumer satisfaction, attitudes, and behavioral intentions. Additionally, food pictures presented were ranked high in consumers’ decisions of selecting restaurants via online medium. The second essay further explores the effects of food pictures by investigating the effects of color brightness on consumers’ food evaluations and purchase intention. Findings suggest that consumers perceive a higher level of arousal and tastiness when the food picture is presented with more red brightness regardless of the presence of nutrition information. The third essay illustrates how pre-consumption food evaluations based on the food picture influence consumers’ post-consumption evaluations, satisfaction, and behavioral intentions. The results suggest that among three levels of difference, when the difference between food picture and real food is moderate, pre-consumption food evaluations have positive effects on consumers’ satisfaction and behavioral intentions via post-consumption evaluations. Based on the three essays, this dissertation provides empirical evidence to the general knowledge of food pictures in consumers’ food-related behaviors in the context of restaurants. The findings provide pragmatic implications in restaurant operations and improving consumers overall experience.
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Details
- Title
- Three essays on impacts of food pictures on consumers' food-related behaviors
- Creators
- Ruiying Cai
- Contributors
- Chrstina Geng-Qing Chi (Advisor)Dogan Gursoy (Committee Member)Robert J Harrington (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Number of pages
- 88
- Identifiers
- 99900581713901842
- Language
- English
- Resource Type
- Dissertation