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dc.contributor.authorSong, Hanqun
dc.contributor.authorDing, Q.S.
dc.contributor.authorXu, J.B.
dc.contributor.authorKim, J.
dc.contributor.authorChang, R.C.Y.
dc.date.accessioned2022-12-08T16:22:51Z
dc.date.accessioned2023-01-04T16:33:28Z
dc.date.available2022-12-08T16:22:51Z
dc.date.available2023-01-04T16:33:28Z
dc.date.issued2023-06
dc.identifier.citationSong H, Ding QS, Xu JB et al (2023) Typographic design of outdoor signage, restaurant authenticity, and consumers’ willingness to dine: extending semiotic theory. International Journal of Contemporary Hospitality Management. 35(7): 2388-2409.en_US
dc.identifier.urihttp://hdl.handle.net/10454/19274
dc.descriptionYesen_US
dc.description.abstractPurpose: 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.en_US
dc.language.isoenen_US
dc.publisherEmerald Publishing Limited
dc.relation.isreferencedbyhttps://doi.org/10.1108/IJCHM-05-2022-0572en_US
dc.rights© 2022, Emerald Publishing Limited. Reproduced in accordance with the publisher's self-archiving policy.en_US
dc.subjectAuthenticityen_US
dc.subjectSemioticsen_US
dc.subjectSignageen_US
dc.subjectTypographic designen_US
dc.subjectFrequency of dining in ethnic restaurantsen_US
dc.titleTypographic design of outdoor signage, restaurant authenticity, and consumers’ willingness to dine: extending semiotic theoryen_US
dc.status.refereedYesen_US
dc.date.Accepted2022
dc.date.application2022-12-02
dc.typeArticleen_US
dc.type.versionAccepted manuscripten_US
dc.rights.licenseCC-BY-NCen_US
dc.date.updated2022-12-08T16:23:00Z
refterms.dateFOA2023-01-04T16:41:19Z
dc.openaccess.statusopenAccessen_US


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