Customer perceived value and purchase intention of traditional dishes in restaurants: The moderation effect of personal values

Moumen, Charefeddine; Knouch, Mohamed; Keskin, Gulay

مجلة الباحث الإقتصادي
Volume 13, Numéro 2, Pages 232-249
2025-12-30

Customer Perceived Value And Purchase Intention Of Traditional Dishes In Restaurants: The Moderation Effect Of Personal Values

Authors : Moumen Charefeddine . Knouch Mohamed . Keskin Gulay .

Abstract

This study investigates the influence of personal values on customers’ intention to buy traditional dishes at restaurants. Specifically, it examines how personal value orientation impacts the link between customers’ perceived value and their purchase intention for these dishes. We focus on two types of personal value orientation: customers who are open to change, and those who are conservative. Data from 324 customers was collected via survey, and structural equation modeling was used to analyze it. The findings revealed that personal values influence the effect of perceived functional, emotional, and social value on purchase intention. However, no influence was noted in the effect of perceived economic value on purchase intention. Customers with an openness to change value orientation are interested in the functional value of traditional dishes, while those with a conservation value orientation are mainly interested in its emotional and social value. The study helps restaurants tailor marketing strategies for diverse customer segments by optimizing pricing, menu selections, and incorporating emotional and social elements.