LAUSR

Abstract As people seek increased food variety at restaurants, offering a promotional menu might be an alternative strategy to assist customers in fulfilling their variety seeking desires. Although the concept of variety seeking behavior has been studied in consumer behavior research, no study was found that explored customers' variety seeking behavior using a promotional menu with the results tested with a structured model. The sample consisted of 326 usable surveys with 207 usable questionnaires obtained for further research analysis. SmartPLS 2.0 M3, a component based Partial Least Square (PLS) regression technique was employed to test the hypotheses in the proposed structural model. We strongly consider the results of this study using the Variety Seeking Behavior for Promotional Menu (VaPM) Model, represents an important first step in examining restaurant diner's variety seeking behavior.