How to enhance the image of edible insect restaurants: Focusing on perceived risk theory

UM > Faculty of Business Administration > DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT

Status	已發表Published
	How to enhance the image of edible insect restaurants: Focusing on perceived risk theory
	Hwang, J; Choe, J.Y.J
	2020-02-01
Source Publication	International Journal of Hospitality Management
ISSN	0278-4319
Pages	102464-102464
Abstract	Although edible insects are getting attention all over the world, consumers are still reluctant to visit edible insect restaurants. Thus, the objective of this research is to explore what risks customers perceive in edible insect restaurants and how those risks affect the image of edible insect restaurants. More specifically, First, the results of principal components analysis showed that 21 perceived risk items were divided into seven factors: quality, psychological, health, financial, environmental, time-loss, and social risks. Second, five sub-dimensions of perceived risk had a negative effect on image, with the exception of financial and environmental risks. Lastly, image was found to increase intention to use, word-of-mouth intention, and willingness to pay more.
Keyword	Edible insect restaurant Perceived risk Image Behavioral intention
Language	英語English
The Source to Article	PB_Publication
PUB ID	50305
Document Type	Journal article
Collection	DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
Corresponding Author	Choe, J.Y.J
Recommended Citation GB/T 7714	Hwang, J,Choe, J.Y.J. How to enhance the image of edible insect restaurants: Focusing on perceived risk theory[J]. International Journal of Hospitality Management, 2020, 102464-102464.
APA	Hwang, J., & Choe, J.Y.J (2020). How to enhance the image of edible insect restaurants: Focusing on perceived risk theory. International Journal of Hospitality Management, 102464-102464.
MLA	Hwang, J,et al."How to enhance the image of edible insect restaurants: Focusing on perceived risk theory".International Journal of Hospitality Management (2020):102464-102464.

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