Tasting Emotions: How Hedonic Emotions, Experience, and Psychological Traits Amplify Fine Dining Post‐Consumption Behaviors

The fine dining industry must adopt sensory‐focused strategies and deliver emotionally rich experiences to stay competitive. This study investigates how hedonic emotions—specifically comfort, sentimentality, and stimulation—affect attitudinal loyalty and positive electronic word‐of‐mouth (E‐WOM) in fine dining settings. Although much research has emphasized food quality, ambiance, and service, the role of hedonic and experiential aspects of fine dining remains underexplored. To fill this gap, we surveyed 400 Malaysian fine‐dining patrons via social media platforms. The results show that sentimentality and stimulation significantly increase both loyalty and customers' willingness to engage in positive E‐WOM. Additionally, we examined the moderating effects of experiential (escapism, esthetic experience) and psychological (consumer innovativeness, market mavenism) factors. Findings reveal that esthetic experience strengthens the link between hedonic emotions and loyalty, while escapism and innovativeness amplify their influence on E‐WOM. This study offers new insights for scholars and practical guidance for upscale restaurant managers aiming to improve customer engagement through emotional‐sensory experiences.