This study aims to explore the impact of perceived information quality on customers' self-efficacy and knowledge and how these factors subsequently influence perceived value and intentions to participate and visit.
A video scenario was used to depict a co-creation dining experience, with participants recruited through self-selected convenience sampling. Data were collected from 472 participants who viewed a video showcasing co-creation dining in restaurants. Structural equation modeling was applied to test the proposed hypotheses.
Results indicate that perceived information quality significantly enhances customers' knowledge and confidence. Increased knowledge and self-efficacy lead to higher perceived value, which subsequently boosts customers' intentions to participate and visit. Additionally, knowledge and self-efficacy partially mediate the relationship between perceived information quality and perceived value.
This study applies framing and processing theories, highlighting how clear, engaging presentation enhances perception, comprehension and self-efficacy in the co-creation process. Practical recommendations for restaurants include developing instructional materials, staff training and tiered experiences to improve customer engagement.
This study provides new insights into the role of information quality in shaping customer perceptions and behaviors in co-creation dining experiences, highlighting the importance of knowledge and self-efficacy in enhancing perceived value and participation intentions.
