Abstract:In order to enhance sales performance, it is very important to understand the motivation why consumers visit a restaurant. However, there is no research on motivation to visit edible insect restaurants. Thus, the purpose of this study is to assess the importance of such motivations in the context of an edible insect restaurant for the first time. First, the current study performed a principal components analysis in order to extract the motivation factors. The results showed that five factors were derived from … Show more
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