Theme Restaurants Impact On Consumer Experience Network Word Of Mouth Will

With the advent of the experience economy, theme restaurants combine the foodservice with theme culture to meet consumer’s personalized demand, creating awholly new experiential new experiential catering form. Internet word-of-mouth hassignificant impact on consumer purchase behavior. Therefore, theme restaurants caneffectively enhance the market competitive advantage by promoting consumer’sIWOM spread willingness.This paper takes theme restaurant as object of research and adopts the empiricalresearch method to analyze how the theme restaurant customer’s consumptionexperience affects IWOM spread willingness.First of all, on the basis of the relevant theoretical research at home and abroad,this paper determines the composition dimensions of the theme restaurantsconsumption experience: situational experience, service experience and culturalexperience. Moreover, this paper designs the suitable measuring scale for themerestaurant consumption experience, and the measuring scale has passed the reliabilityand validity test.Secondly, based on the S-O-R model of environmental psychology, this paperbuilds up the influence model between the theme restaurants consumption experienceand the IWOM spread willingness. According to the results of multiple linearregression and two-factor variance analysis, the service experience and culturalexperience of theme restaurant have positive significant effects on IWOM spreadwillingness, and the biggest influence is culture experience. However, situationalexperience does not have a significant impact on IWOM spread willingness. All thecombination forms of consumption experience dimension have significant interactionto IWOM spread willingness.Finally, according to the conclusion from empirical research, this paper providesa theoretical basis and guidance for the theme restaurant’s word-of-mouthmarketing and operation management.