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Personality types and consumer preferences for multiple currency usages: a study of the restaurant industry

Hu, Hsin-Hui
http://rave.ohiolink.edu/etdc/view?acc_num=osu1123254977

Abstract Details

2005, Doctor of Philosophy, Ohio State University, Human Nutrition and Food Management.
The immense popularity of marketing promotions and loyalty programs has resulted in the introduction of several new exchange media other than money. Therefore, consumers are increasingly able to pay for goods and services in a combination of currencies, not just in dollars. The current study examined the effects of personality traits – need for cognition and self-monitoring – on consumers’ preferences of currency usage in restaurant industry, and explored whether differences in restaurant segments were related to consumers’ currency preferences. It also presented and tested the conceptual model developed for this study. An experimental design was applied to test seven hypotheses that reflected the research question, whether individual differences and restaurant segments would influence consumers’ preference of the currency usage. Total of 471 participants were included in the study. Descriptive statistics and multinomial logistic regression was performed with SPSS and STATA to analyze the data. Results of the study indicated that the effects of self-monitoring and dining companions are significantly related to consumers’ currency preferences while restaurant segment and need for cognition have no significant impact on consumers’ currency preferences. It showed that high self-monitors are less likely to prefer the currency of points compared to dollars than low self-monitors. Moreover, consumers who dine alone are more likely to prefer to pay with points-only as opposed to dollars-only than consumers who dine with the boss. Additionally, high self-monitors dining alone were more likely to prefer to pay with combined-currency (dollars and points) or points-only than low self-monitors. On the other hand, high-self monitors dining with a boss were more likely to prefer to pay with dollars-only than to pay with dollars and points or points-only. The study identified the characteristics of consumers using the different currency options in foodservice industry. By understanding the individual personality differences of customers when using different currencies, restaurants could decide whether or not to implement different currency prices based on their target markets.
H.G. Parsa (Advisor)
178 p.
Consumer behavior; personality; restaurant; currency usage; marketing

Recommended Citations

Citations

  • Hu, H.-H. (2005). Personality types and consumer preferences for multiple currency usages: a study of the restaurant industry [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1123254977

    APA Style (7th edition)

  • Hu, Hsin-Hui. Personality types and consumer preferences for multiple currency usages: a study of the restaurant industry. 2005. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1123254977.

    MLA Style (8th edition)

  • Hu, Hsin-Hui. "Personality types and consumer preferences for multiple currency usages: a study of the restaurant industry." Doctoral dissertation, Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1123254977

    Chicago Manual of Style (17th edition)

osu1123254977
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© 2005, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.