Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh : the role of self-direction value and price fairness

Purpose This paper investigates the effect of perceived value (hedonic value, utilitarian value, and conditional value) on customers’ behavioral intentions toward dining at Chinese restaurants in Bangladesh. Moreover, this study examines the mediating effect of self-direction value and the moderating effect of price fairness on the association between perceived value and behavioral intentions. Design/methodology/approach The proposed model was empirically tested by collecting 390 useable responses from full-table service restaurants in Bangladesh via personal interview. Data were analyzed by testing the measurement model, predictive relevance, effect size and structural model using SMART PLS 3. Findings The research findings suggest that hedonic, utilitarian and conditional values significantly influence customers’ behavioral intentions toward dining at Chinese restaurants. Moreover, self-direction value partially mediates, and price fairness strongly moderates the linkage between perceived value and behavioral intentions. Practical implications This sfloattudy offers useful insights for managers who want to know the factors influencing behavioral intentions toward dining at Chinese restaurants. The findings also assist restaurant practitioners in knowing that customers' perceived value via self-direction value (personal value) and price fairness strongly predict behavioral intentions. Originality/value To the best of the author’s knowledge, this research is the first attempt to delve into customers' behavioral intentions toward dining at Chinese restaurants with the proposed model.