A Transgender Consumer's Perspective: Assessing the Moderate Influence of Hospitality on the Relationship between Perceived Risk and Reputation in Restaurants

This study aims to examine the moderate effect of hospitality on the relationship between perceived risk and reputation in restaurant services from a transgender consumer's perspective. To achieve the proposed objective, quantitative research was carried out by applying a survey to 327 transgender customers. A self-administered questionnaire was developed based on the literature review. To collect the data, the questionnaire was distributed online. Structural equation modeling was used to verify the relationships between the constructs. The moderation interactions were visualized using a simple slope analysis,本研究旨在从跨性别消费者视角，探究服务好客度对餐饮服务场景下感知风险与品牌声誉间关系的调节效应。为达成既定研究目标，本研究采用定量研究范式，面向327名跨性别消费者开展问卷调查。本研究基于文献综述开发自填式调查问卷，通过线上渠道发放以采集研究数据，并采用结构方程模型（Structural Equation Modeling）验证各潜变量构念间的关联关系，同时借助简单斜率分析对调节交互效应完成可视化呈现。