The Effects of Embedded Clusters of Restaurant Chains on Consumer Purchase Intentions

The industrial cluster is one general type of organization forms in the developed economics. It particularly reflects the phenomena of 'The gourmet street' in the catering industry in big cities. If the restaurant chains are embedded in the gourmet street, their own brand images will be influenced by the brand images of the gourmet street. During the process of integrated development of restaurant chains and gourmet streets, the balance of power between the two brand images will also affect the consumers' purchase intensions. The article studies how the balance of power between restaurant chains brand images and gourmet streets brand images affect the consumers' purchase intension after restaurant chains embedded in clusters? And whether an individual consumer or not play a significant role in the restaurant chain's brand image to influence the process of purchase intentions? The results are: (1) For strong chain x strong cluster VS strong chain x weak cluster, there are significant differences between consumers' purchase intentions. That means consumers' purchase intention is much higher in strong cluster. (2) The above conclusion also applies to weak chain x strong cluster VS weak chain x weak cluster. (3) Group decisions have moderate effects on consumers' purchase intention under different embedded contexts.