Eating-Out Motivations and Variety-Seeking Behavior: An Exploratory Approach on Loyalty Behavior

The purpose of this study is to explore the effects of several consumer motivations (i.e., hedonic and utilitarian value, atmospheric, subjective well-being, and deal proneness) on loyalty behavior in the wide-ranging, eating-out context. Within the research framework, moderating roles of variety-seeking behavior are further analyzed. Results show that major eating-out motivations had different effects on customers' loyalty behavior, especially between high and low variety-seeking groups. The results of this study entail the importance of experiential, quality of life, and affective aspects of consumptions. The concepts of variety-seeking behavior illustrate a need for further investigations from both managers and researchers because of their seemingly important role in consumers' eating-out motivations.