TITLE:
Impact of COVID-19 Infection Threat on Chinese Consumer’s Ding Behaviors in Restaurant after Work Resumption
AUTHORS:
Zhou An
KEYWORDS:
Coronavirus (COVID-19), Impact of Pandemic, Consumer Behavior, Restaurant
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.9 No.1,
January
19,
2021
ABSTRACT: The outbreak of the Coronavirus Disease 2019 (COVID-19)
has caused serious losses to
catering industry. Even after the work resumption, the infection threat of
the pandemic persistently affects consumers. This study aims to investigate the
impact of COVID-19 infection threat on Chinese consumers’ dining behaviors in
restaurants after work resumption. Quantitative research methods were adopted
to explore the relationship between infection threat and consumer behavior.
Data were collected by distributing questionnaires to consumers in 4 restaurants
in mainland China. A total of 190 valid questionnaires were received and then
imported into SPSS software for analysis. The results indicate that the
infection threat of COVID-19 is significantly related to consumer’s behaviors, including contact limitation
time optimization, keeping distance, personal security and dietary
health. Consumers who perceive the infection threat consciously take actions to
avoid risks while dining in restaurants. This study enriches literatures on the
impact of the epidemic infection threat on consumer behavior. The findings
imply that restaurants can reduce the consumer’s concern of infection threat by
changing the business mode, so that people can eat in restaurants without any
anxiety.