Perceived luxurious values and pay a price premium for Michelin-starred restaurants: A sequential mediation model with self-expansion and customer gratitude

被引：21

作者：

Liu, Chyong-Ru ^{[1
]}

Kuo, Tonny Menglun ^{[2
]}

Wang, Yao-Chin ^{[3
]}

Shen, Ya-Ju ^{[4
]}

Chen, Shan-Pei ^{[5
]}

Hong, Jia-Wen ^{[1
]}

机构：

[1] Natl Chiayi Univ, Dept Mkt & Tourism Management, Chiayi, Taiwan

[2] Natl Tsing Hua Univ, Ctr Teaching & Learning Dev, Hsinchu, Taiwan

[3] Univ Florida, Dept Tourism Hospitality & Event Management, FLG 186B,POB 118208, Gainesville, FL 32611 USA

[4] Natl Chung Cheng Univ, Dept Business Adm, Chiayi, Chiayi County, Taiwan

[5] Taipei City Univ Sci & Technol, Dept Tourism & Hospitality, Taipei, Taiwan

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2022年 / 103卷

关键词：

Self-expansion theory; Social exchange theory; Willingness to pay a price premium; Gratitude; Michelin-starred restaurants; RELATIONSHIP QUALITY; VALUE PERCEPTIONS; BRAND EQUITY; EXPERIENCES; CONSUMPTION; RECIPROCITY; PACKAGE; TESTS; SCALE;

D O I：

10.1016/j.ijhm.2022.103185

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Enlightened from self-expansion and social exchange theories, we investigate how customers' perceived luxurious values at Michelin-starred restaurants could be translated into paying a price premium through self expansion and customer gratitude. Data was collected from eight Michelin-starred restaurants to verify our model using multilevel modeling with Monte Carlo simulations. We found that unique, social, and functional values were the essential values for willingness to pay a premium. In contrast, the conspicuous value had neither direct nor indirect effect when considering all the other perceived values. Also, we found that customer self expansion and gratitude were two significant mediating mechanisms. The association of social and hedonic value and pay a price premium would be only mediated by self-expansion, whereas the association of functional value and pay for price premium would be mediated by both self-expansion and customer gratitude. The sequential mediation effect was also found from unique, social, and functional values.

引用

页数：11