How do prepared dishes attract customers? Effects of prepared dish attributes on customers’ trust, attitudes and adoption intentions

Purpose Prepared dishes have become increasingly popular because of their convenience and standardization in restaurants. Different from existing studies in the prepared dishes field that focus on the benefits and innovations of prepared dishes, this study introduces a new framework with three dimensions: sensory quality, standardized production and food safety and health of the prepared dishes that cause customers’ attention among restaurants. This study also explores the multi-faceted affect toward prepared dishes and customers’ behavioral intention toward prepared dishes through attitude and trust. Design/methodology/approach In this study, a measurement scale for the characteristics of prepared dishes is established through semi-structured interviews with 15 respondents (Study 1), followed by a survey of 358 customers (Study 2). Data analysis is performed using structural equation modeling (PLS-SEM). Findings The results of this study show that three prepared dish characteristics (sensory quality of prepared dishes, standardized production of prepared dishes, food safety and health of prepared dishes) influence trust. Except for the sensory quality of prepared dishes, standardized production of prepared dishes and food safety and health of prepared dishes influence attitude. Attitude toward and trust in prepared dishes influence the intention to adopt prepared dishes. In addition, trust in prepared dishes affects people’s attitudes toward prepared dishes, which in turn affects their adoption behavior. Practical implications These results suggest that restaurants can develop and promote prepared dishes based on sensory quality, standardized production and food safety. Stakeholders can enhance their adoption behavior by enhancing customer trust and attitudes toward prepared dishes. This study provides insights into the food market and restaurants for developing and enhancing prepared dish products. Originality/value This study contributes to research on prepared dishes by developing a measurement scale for the characteristics of prepared dishes. The CAB model is extended to the context of prepared dishes by highlighting the multi-faceted affective effects, which are the mediating roles of trust and attitudes toward prepared dishes.