The effects of restaurant atmosphere on the consumer behaviors

The purpose of this study is to examine the relationship between importance that consumers attach to restaurant atmosphere and their purchasing behaviors. The scales that were obtained from the relevant literature pertaining to the restaurant atmosphere, consumption values and purchasing behavior were applied to 450 individuals through convenience sampling method in Antalya region using questionnaires. First, the reliability and validity of the scales were demonstrated using the appropriate analyses of the data. Then, correlation analysis and regression analysis were performed in order to test the anticipated correlations between the variables in the study model. As a result of the correlation analysis, it was identified that there is a correlation between the dimensions of the restaurant atmosphere and hedonic consumption value and also there is a correlation between the dimensions of the restaurant atmosphere and the average spending on eating outside at a given time. As a result of the regression analysis, it was found that aesthetic has a significant effect on the hedonic consumption value. On the other hand, it was also identified that aesthetic has a significant effect on the frequency of eating out and average spending, however that R2 values of both models are quite low. In the light of the findings, recommendations have been brought to the attention of future implementers and researchers. Keywords: Eating Out, Restaurant Atmosphere, Consumption Value, Purchasing Behaviors