Influence of servicescape stimuli on word-of-mouth intentions: An integrated model to indigenous restaurants

This study explores the influence of servicescape on consumers’ word-of-mouth intentions using the stimulus-organism-response framework. It focuses on the interaction effects of substantive staging and communicative staging, and discusses the moderating effects of authenticity on the relationship between servicescape and experiential value. The results show that servicescape stimuli influence consumers’ experiential value, which in turn affects...