A study of the factors influencing customers’ impulse buying behavior in restaurants

Abstract

Nowadays, while facing the intense competition in restaurant business,in order to increase sales revenue and customers’ average check, understandinghow to encourage customers’ impulse buying behavior is very important.Therefore, to figure out the influential factors of customers’ impulse buying(ordering) behavior is imperative to restaurant operation and management. Does the dining environment of restauranthave any effect on impulse orderingbehavior? Is reference group a factor in impulse ordering behavior? Whether customers’ personality traits play arole in their impulse orderingbehavior? These questions are important but remain understanding in existing literature.Therefore, this study examines the relationship of these factors and impulse buying behavior by taking quantitativeapproach. The findings correspond to those of the research in impulse buyingbehavior. It was suggested that “impulse buyingbehavior” could be a research topic worth of being explored in hospitalityindustry, and significant managerial and theoretical implications were proposed.