Influences of Menu, Restaurant Ownership, and Location on Chinese Ethnic Diners’ Authenticity Perceptions

Drawing on ethnic entrepreneurship theory and enclave economy theory, this study aims to investigate how restaurants’ internal and external factors—menu (high vs. moderate vs. low iconic ethnic dishes), ownership type (chain vs. independent), and location (ethnic vs. nonethnic enclave)—affect authenticity perception and purchase intention. This study further examines whether cultural motivation moderates the relationship between authenticity perception and purchase intention. Using a 3 × 2 × 2 experimental design, data were collected from 446 Chinese ethnic diners. The results show that moderate-iconic Korean dishes offered by restaurants in ethnic enclaves and by chain restaurants are more effective in enhancing authenticity perceptions than their counterparts. Moreover, ethnic diners’ cultural motivations significantly moderate the relationship between perceived authenticity and purchase intention. The findings provide valuable insights for ethnic restaurateurs to enhance the authentic dining experience and contribute to the application of ethnic entrepreneurship theory and enclave economy theory within the hospitality context.