The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image

•We examined the antecedents of perceived authenticity by focusing on three attributes of traditional restaurants.•Authentication by local people and chain ownership increase perceived authenticity.•We developed an authenticity model by utilizing cognitive appraisal theory.•Consumer perceived authenticity has positive direct and indirect effects on purchase intention. The current study aimed to address the lack of studies on consumers’ perceived authenticity of traditional restaurants. Specifically, this study examined the antecedents of perceived authenticity by focusing on three restaurant attributes (i.e., authenticator, ownership type, and history). Additionally, by utilizing cognitive appraisal theory, the current study developed an authenticity model to enhance our understanding of the effect of perceived authenticity on consumer behavior. The results show that authentication by local people and chain ownership significantly enhance consumers’ perceived authenticity. Moreover, consumers’ perceived authenticity influences their purchase intention both directly and indirectly through restaurant image and positive emotion. This study’s findings provide traditional restaurateurs with insights into how to enhance perceived authenticity and purchase intention.