Impact of Dining Café Atmospherics on Youth Behavioural Intention

Authors

  • Abdul Jalil Aina Nur Management & Science University, (MSU) Malaysia, Shah Alam, Malaysia

DOI:

https://doi.org/10.21834/e-bpj.v1i4.172

Abstract

This study aims to investigate the impact of café atmospherics on Malaysian youth behavioural intention. The findings from the study indicate: (1) The youth preferences of store atmosphere in cafes include five factors, specifically, lighting, facility aesthetic, employee factor, ambient intelligent and music; (2) Cafe atmospheric (lighting, facility aesthetic, employee factor, ambient intelligent and music) factors have significant positive correlation with youth approach behaviours. As a conclusion, this study is important to the foodservice operators to understand the youth intention to revisit a café. The paper concludes with the implications for academic researchers and marketing practitioners.

© 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

Keywords: Atmospheric; Youth; Behavioural Intention; Malaysia.

Author Biography

Abdul Jalil Aina Nur, Management & Science University, (MSU) Malaysia, Shah Alam, Malaysia

Department of Business Management and Law, Faculty of Business Management & Professional Studies, Management and Science University (MSU), University Drive, Off Persiaran Olahraga, Section 13, 40100 Shah Alam, Selangor.

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Published

2016-08-07

How to Cite

Nur, A. J. A. (2016). Impact of Dining Café Atmospherics on Youth Behavioural Intention. Environment-Behaviour Proceedings Journal, 1(4), 13-20. https://doi.org/10.21834/e-bpj.v1i4.172

Issue

Section

Commercial / Retail / Services Environment