Antecedents of perceived coolness in internet-famous restaurants and its effect on customers’ positiveword-of-mouth

Purpose Rooted in cognitive appraisal theory, this research aims to examine the effects of sensory appeal of foods, substantive servicescape of restaurants and brand uniqueness on customers’ perceived coolness. In addition, it explores how perceived coolness influences customers’ positive word-of-mouth (PWOM) through customer well-being. Design/methodology/approach Covariance-based structural equation modeling was applied to analyze data collected from 392 responses. Findings Sensory appeal of foods, substantive servicescape of restaurants and brand uniqueness are significant antecedents of customers’ perceived coolness in internet-famous restaurants. Perceived coolness has positive effects on customer well-being and PWOM. Customer well-being partially mediates the effect of perceived coolness on customers’ PWOM toward internet-famous restaurants. Research limitations/implications Findings are useful for internet-famous restaurants to improve perceived coolness and PWOM, thus helping internet-famous restaurants achieve long-lasting popularity. Originality/value This study not only contributes to broadening the antecedent and outcome of perceived coolness but helps enrich the body of knowledge on internet-famous restaurants from the perspective of perceived coolness.