Redouan AINOUS*1,Abderrezzak BENHABIB2 ,Samir Baha-Eddine MALIKI3 and Saleh AYAD4
International Journal of Scientific Management and Development, May 2016, Vol. 4, No. 5, pp: 159-166
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The aim of this article reinforce the theoretical and empirical presentation to the restaurant atmosphere influence to consumer behavior. As that of the objectives of this study is to contribute to a better understanding of the impact of the restaurant atmosphere of the on consumer behavior variables. We look into the literature review on this topic. We indicate the restaurant atmosphere variables and present a conceptual model that can help to analyses this impact between restaurant atmosphere, emotional reaction, and consumer behavior. It’s a part of the scientific method based fundamentally on the facts reinforced and previous studies. We finished our article by an empirical study to test our model and confirm the hypothesis; we perform the exploratory method to study by a questionnaire, divided in nine scales. It was distribute to the sample composed of 30 persons in same-restaurant of Tlemcen city. We used the structural equation model “SEM” in Analyze data with SmartPLS v 3.0. The validity and the reliability of the questionnaire is confirm. The scales analysis is assure with Cronbach's alpha. The coefficient of music scale 0.841, the coefficient of design scale 0.840, the coefficient of the crowd scale 0.841, coefficient of PAD scale 0.839, the coefficient of implication scale 0.842 and coefficient of consumer behavior scales 0.815, all coefficient are significant. According the result, the restaurant atmosphere has not the direct impact on consumer behavior, its mean we have a significant relationship with a mediation variable mean the emotional state ”PAD” and this last have a significant relationship with consumer behavior. The path coefficients of the relationship between the restaurant atmosphere variables (music, design and crowd) and the emotional state ”PAD” are Consecutive, 0.573, 0.476, -0.537, and The path coefficients of the relationship between the emotional state ”PAD” and consumer behavior is 0.631.
Keyword: Restaurant atmosphere, consumer behavior, Atmosphere factors, Algerian consumers.Jel codes: M20, M31, M39