From food-ink to food post: how 3-D printed food and foodstagramming boost customers' delight and behavior intention to revisit restaurants

Abstract

Purpose This study investigates the relationship between 3-D printed food properties (3-DPFP) and foodstagramming, focusing on their influence on customer delight and behavioral intention to revisit 3-DPF restaurants. The research incorporates Self-Presentation Theory (SPT) and Customer Delight Theory (CDT) to examine these phenomena. Design/methodology/approach A quantitative approach was employed using an online survey distributed internationally to consumers who have experienced dining at 3-DPF restaurants. A total of 419 valid responses were analyzed through partial least squares structural equation modeling (PLS-SEM) to test hypothesized relationships. Findings The results indicate that 3-DPF properties (health, creativity, fun, and natural content) positively influence foodstagramming, which turns into a role effect on customer delight, and behavioral intention. Additionally, foodstagramming mediates the relationship between 3-DPF properties and customer delight, as well as behavioral intention to revisit 3-DPF restaurants. Research limitations/implications The study focuses on Instagram as the primary platform and uses convenience sampling, limiting generalizability. Future research could explore other social platforms and mixed-method approaches. Practical implications Restaurant managers should invest in 3-DPF technology, enhance food aesthetics, and collaborate with influencers to boost customer engagement and loyalty. Social implications The findings emphasize sustainable practices and community engagement, as 3-DPF promotes reduced food waste and encourages healthier eating habits. Originality/value This research is the first to integrate SPT and CDT within a single framework, highlighting the interplay between digital gastronomy and social media. The study advances understanding of how 3-DPF properties and foodstagramming enhance customer experiences and behaviors.