Article2023

When causal attribution meets cuisine type: how consumer power and moral identity moderate virtual kitchen patronage

Xi Yu Leung · Ruiying Cai · Huiying Zhang · Billy Bai

23 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification AI in Service Interactions

Abstract

Purpose Virtual kitchens are a new business phenomenon, and how customers react to the new business model is still a largely unexplored topic. The purpose of this study is to examine the underlying mechanisms of consumers’ different responses to their reasoning of the new and disruptive business model of the virtual kitchen. Design/methodology/approach Based on the attribution theory and situated focus theory of power, this study conducts three online experiments to test the proposed framework. A total of 487 US residents who had prior experience with restaurant food delivery participated in the studies. Findings The results indicate that external attribution (vs internal attribution) and ethnic cuisine (vs mainstream cuisine) are more likely to elicit customers’ empathy and justice, leading to higher purchase intentions with virtual kitchens. A mainstream virtual kitchen is better off attributing itself to external factors. The significant effects of causal attribution and cuisine type on purchase intention only exist with powerful customers and those with high moral identity. Research limitations/implications The results of this study provide valuable insight to virtual kitchen businesses to better position and market themselves to gain customers’ support. The findings also suggest that ethnic and mainstream restaurants should strategize their marketing communications about virtual kitchens differently. Originality/value To the best of the authors’ knowledge, this study is one of the first to provide in-depth insight into the growing phenomenon of virtual kitchens. It also contributes to the extant literature on attribution theory and situated focus theory of power.

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References

2002The self-importance of moral identity.2003Power, approach, and inhibition.1997Empathy and attitudes: Can feeling for a member of a stigmatized group improve feelings toward the group?1974Power in a Channel of Distribution: Sources and Consequences 2002The experience of power: Examining the effects of power on approach and inhibition tendencies.2008Desire to Acquire: Powerlessness and Compensatory Consumption 2000Attributional Thoughts about Consumer Behavior 2007The effects of moral judgment and moral identity on moral behavior: An empirical examination of the moral individual.

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