- Research Article
- 10.34293/2321-2012.2026.0001.6
FACTORS INFLUENCING DINING OUT INTENTION IN AN EMERGING MARKET : EVIDENCE FROM MALAYSIA
- Dec 11, 2025
- SMART Journal of Business Management Studies
- Aishath Lahath + 3 more +3
This study examined how four key determinants like price consciousness, food variety-seeking, physical environment and perceived hygiene quality, influence dining out intention, among Malaysian consumers, in the post-pandemic context. Using a quantitative approach, data were collected from 548 valid responses, through structured online questionnaires and analysed by using partial least squares structural equation modelling (PLS-SEM). The findings revealed that all four predictors significantly and positively influenced dining out intention, with physical environment emerging as the strongest predictor, followed by price consciousness, food variety-seeking, and perceived hygiene quality. These results would contribute to consumer behaviour literature, by establishing a comprehensive framework, integrating economic, psychological, and environmental factors, within an emerging market context. The study could provide actionable insights for foodservice businesses, to enhance dining experiences, through strategic investments in ambience, dynamic pricing strategies, menu diversification and visible hygiene protocols. Policymakers could utilise these findings, to develop regulatory frameworks, supporting Malaysia’s foodservice sector growth.
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