This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

The study examined how the personality traits, manifested during serious leisure experience, i.e., experiences that involve the acquisition of special knowledge or techniques and the participation required to achieve the expertise necessary to express them. This study also investigated how such subjective well-being affected behavioral intention, specifically, the intention to use the same leisure facilities again and to spread this information to acquaintances by positive word of mouth. A survey was administered to 727 research subjects selected from pre-registered panels enrolled by an online research organization. The main constructs examined in this study were measured on 5-point Likert scales using multiple items. A structural equation model was employed to verify the proposed conceptual model and the relationships among variables. The results revealed that, of the personality traits, participants high in extraversion, openness to experience, and agreeableness felt high levels of life satisfaction and positive affect, i.e. a sense of subjective well-being. Second, users who felt a high level of subjective well-being, specifically, high life satisfaction and positive affect, also indicated a high level of behavioral intention. Finally, the academic and practical implications and limitations of the study, as well as future research plans involving the personality traits underlying serious leisure experiences are discussed.