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    Typographic design of outdoor signage, restaurant authenticity, and consumers’ willingness to dine: extending semiotic theory

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    Song_et_al_IJCHM.pdf (622.3Kb)
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    Publication date
    2022
    Author
    Song, Hanqun
    Ding, Q.S.
    Xu, J.B.
    Kim, J.
    Chang, R.C.Y.
    Keyword
    Authenticity
    Semiotics
    Signage
    Typographic design
    Frequency of dining in ethnic restaurants
    Rights
    © 2022, Emerald Publishing Limited. Reproduced in accordance with the publisher's self-archiving policy.
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
    Metadata
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    Abstract
    Purpose: Restaurants’ outdoor signage plays an irreplaceable role in attracting potential diners, as it conveys important functional and symbolic meanings of the businesses. The purpose of this study is to investigate the effect of typographic design elements of outdoor signage on consumers’ perceptions of authenticity. This study also tests the linkage between authenticity and willingness to dine, as well as the moderating effect of frequency of dining in ethnic restaurants on the relationship. Design/methodology/approach: Using a 2 (simplified vs traditional Chinese characters) × 2 (calligraphy vs computer font) × 2 (vertical vs horizontal text flow) between-subject design, the authors did two experiments with 786 Chinese diners. Restaurant authenticity and willingness to dine are dependent variables, and openness to ethnic cuisine is the control variable. Findings: Display characters and text flow significantly affect restaurant authenticity. Furthermore, the results of this study demonstrate that display characters interact with typeface to influence restaurant authenticity. Consumers’ perceived authenticity significantly increases their willingness to dine. The frequency of dining in ethnic restaurants moderates the relationship between restaurant authenticity and willingness to dine. Practical implications: Ethnic restaurateurs should pay attention to the outdoor signage design, as it affects potential consumers’ authenticity perceptions. Specifically, in Mainland China, traditional Chinese characters and vertical text direction increase potential consumers’ authenticity perceptions. Originality/value: This study extends the semiotic theory and applies the cue–judgment–behavior model in the hospitality literature. This study also provides new understanding of authenticity by identifying the influence of typographic design on authenticity, which confirms the semiotic theory that certain semiotic cues affect consumers’ judgments.
    URI
    http://hdl.handle.net/10454/19274
    Version
    Accepted manuscript
    Citation
    Song H, Ding QS, Xu JB et al (2022) Typographic design of outdoor signage, restaurant authenticity, and consumers’ willingness to dine: extending semiotic theory. International Journal of Contemporary Hospitality Management. Accepted for Publication.
    Link to publisher’s version
    https://doi.org/10.1108/IJCHM-05-2022-0572
    Type
    Article
    Collections
    Management and Law Publications

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