A study of the factors influencing customers’ impulse buying behavior in restaurants

Nowadays, while facing the intense competition in restaurant business, in order to increase sales revenue and customers’ average check, understanding how to encourage customers’ impulse buying behavior is very important. Therefore, to figure out the influential factors of customers’ impulse buying (ordering) behavior is imperative to restaurant operation and management. Does the dining environment of restaurant have any effect on impulse ordering behavior? Is reference group a factor in impulse ordering behavior? Whether customers’ personality traits play a role in their impulse ordering behavior? These questions are important but remain understanding in existing literature. Therefore, this study examines the relationship of these factors and impulse buying behavior by taking quantitative approach. The findings correspond to those of the research in impulse buying behavior. It was suggested that “impulse buying behavior” could be a research topic worth of being explored in hospitality industry, and significant managerial and theoretical implications were proposed.