The role of restaurant property images on potential backers’ click-through intention: Evidence from restaurant crowdfunding

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-11-14 DOI:10.1016/j.ijhm.2024.103995

Yun Yang Yvonne , Yoon Koh , Minjung Shin

{"title":"The role of restaurant property images on potential backers’ click-through intention: Evidence from restaurant crowdfunding","authors":"Yun Yang Yvonne , Yoon Koh , Minjung Shin","doi":"10.1016/j.ijhm.2024.103995","DOIUrl":null,"url":null,"abstract":"<div><div>Despite the importance of visual images in persuasion, visual effects have not gained needed attention in restaurant startup fundraising literature. Drawing on signaling theory, this study justified <em>restaurant property images</em> as an effective signal of startup quality. Based on service quality literature and entrepreneurship literature, this study further investigated <em>how</em> restaurant property visual signal affects potential backers’ attention and preference for a restaurant startup business. Our preliminary study on cover images of all existing U.S. Kickstarter restaurant projects (2431 projects from 2013 to 2020) shows that entrepreneurs frequently used three major substantive visuals. Results from our experiment indicate that restaurant property visual signal (vs. text only) enhances potential backers’ click-through intention as backers’ service quality expectation (<em>observability</em>) and perceived entrepreneurial effort (<em>cost</em>) are strengthened.</div></div>","PeriodicalId":48444,"journal":{"name":"International Journal of Hospitality Management","volume":"124 ","pages":"Article 103995"},"PeriodicalIF":9.9000,"publicationDate":"2024-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Hospitality Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0278431924003074","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

Despite the importance of visual images in persuasion, visual effects have not gained needed attention in restaurant startup fundraising literature. Drawing on signaling theory, this study justified restaurant property images as an effective signal of startup quality. Based on service quality literature and entrepreneurship literature, this study further investigated how restaurant property visual signal affects potential backers’ attention and preference for a restaurant startup business. Our preliminary study on cover images of all existing U.S. Kickstarter restaurant projects (2431 projects from 2013 to 2020) shows that entrepreneurs frequently used three major substantive visuals. Results from our experiment indicate that restaurant property visual signal (vs. text only) enhances potential backers’ click-through intention as backers’ service quality expectation (observability) and perceived entrepreneurial effort (cost) are strengthened.

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

餐厅物业图片对潜在支持者点击意向的影响：餐厅众筹的证据

尽管视觉形象在说服方面具有重要作用，但视觉效果在餐饮创业筹资文献中并未得到应有的关注。本研究借鉴信号传递理论，证明餐厅财产图像是创业公司质量的有效信号。在服务质量文献和创业文献的基础上，本研究进一步探讨了餐厅属性视觉信号如何影响潜在支持者对初创餐厅业务的关注和偏好。我们对所有现有美国 Kickstarter 餐厅项目（2013 年至 2020 年的 2431 个项目）的封面图片进行的初步研究表明，创业者经常使用三大实质性视觉信号。我们的实验结果表明，餐厅属性视觉信号（相对于纯文字）会增强潜在支持者的点击意向，因为支持者的服务质量预期（可观察性）和感知到的创业努力（成本）会得到加强。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文去求助

来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.