Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant

In order to enhance sales performance, it is very important to understand the motivation why consumers visit a restaurant. However, there is no research on motivation to visit edible insect restaurants. Thus, the purpose of this study is to assess the importance of such motivations in the context of an edible insect restaurant for the first time. First, the current study performed a principal components analysis in order to extract the motivation factors. The results showed that five factors were derived from 20 motivation items, which included (1) novel experience, (2) identity building, (3) sustainable source, (4) taste quality, and (5) nutritional value. In addition, the results from the structural equation modeling revealed that the four sub-dimensions of motivation except for identity building positively affect attitude. Lastly, the data analysis results indicated that attitude increased the intentions to visit and word-of-mouth intentions. The theoretical and managerial implications are presented in the latter part of this study, which are based on the statistical results.