What makes consumers repeat consumption internet celebrity restaurant?

Abstract

Purpose Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention. Design/methodology/approach In this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results. Findings BR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably. Practical implications Managers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency. Originality/value The research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

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