LAUSR

Purpose We examined theme restaurant customers’ decision-making process in light of the theory of planned behavior (TPB) model. Design/methodology/approach This investigation is conducted by an on-site survey with 357 theme restaurant customers who have dining experience in China. The current study used Anderson and Gerbing (1998)’s two-step method. Findings Study results indicate the extended TPB model surpasses the TPB in predicting customers’ behavioral intention. Findings not only identified attitude and involvement as useful mediators in the model, but also provided evidence of possible relationships in the proposed model. Research limitations/implications The relationships in the extended TPB offer practical solutions for theme restaurant managers and ways to increase the customers’ intention to revisit their establishments. Originality/value With servicescape as an external factor and perceived authenticity and involvement as psychological factors incorporated into the TPB, the proposed framework s...