Impact of Dining Café Atmospherics on Youth Behavioural Intention

Authors

  • Nur Aina Abdul Jalil Management & Science University, (MSU) Malaysia, Shah Alam, Malaysia
  • Amily Fikry Center for Postgraduate and Professional Studies, Faculty Business of Management, Universiti Teknologi MARA, Shah Alam, Malaysia
  • Anizah Zainuddin Center for Postgraduate and Professional Studies, Faculty Business of Management, Universiti Teknologi MARA, Shah Alam, Malaysia

DOI:

https://doi.org/10.21834/ajbes.v3i13.145

Keywords:

Atmospheric, Youth, Behavioural Intention, Malaysia.

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.

Keywords: Atmospheric; Youth; Behavioural Intention; Malaysia.

eISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs 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. 

DOI: http://dx.doi.org/10.21834/ajbes.v3i13.145

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Published

2018-08-25

How to Cite

Abdul Jalil, N. A., Fikry, A., & Zainuddin, A. (2018). Impact of Dining Café Atmospherics on Youth Behavioural Intention. Asian Journal of Behavioural Studies, 3(13), 78–87. https://doi.org/10.21834/ajbes.v3i13.145

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