Table 3. Statistics of Path Analysis

Observed variable	Latent variable	Std. coefficient	Non Std. coefficient	Std. error	C.R.	SMC
Word of mouth1	Word of mouth (WM)	0.641	1	-	-	0.411
Word of mouth2		0.689	0.911	0.122	7.477	0.474
Word of mouth3		0.694	0.998	0.133	7.524	0.482
Word of mouth4		0.655	0.991	0.138	7.188	0.429
Menu satisfaction1	Menu satisfaction (MS)	0.802	1	-	-	0.643
Menu satisfaction2		0.753	1.068	0.109	9.755	0.568
Menu satisfaction3		0.644	0.766	0.092	8.285	0.415
Menu browsing time1	browsing time(BT)	0.65	1	-	-	0.422
Menu browsing time2		0.664	1.117	0.191	5.831	0.441
Brand image1	Brand image	0.817	1	-	-	0.667
Brand image2		0.845	1.031	0.086	12.004	0.713
Brand image3		0.691	0.85	0.089	9.525	0.478
Ambiance1	Ambiance (AB)	0.763	1.073	0.13	8.23	0.583
Ambiance2		0.746	1.106	0.137	8.093	0.556
Ambiance3		0.702	0.983	0.127	7.732	0.493
Ambiance4		0.651	1	-	-	0.424
Attractiveness of service provider1	Attractive-ness(AT)	0.799	1.016	0.096	10.607	0.638
Attractiveness of service provider2		0.818	1.027	0.095	10.828	0.669
Attractiveness of service provider3		0.789	1	-	-	0.622
Trust1	Trust(TR)	0.784	1	-	-	0.615
Trust2		0.87	1.088	0.087	12.51	0.757
Trust3		0.837	1.024	0.086	11.973	0.701
Trust4		0.71	0.841	0.086	9.809	0.504
3rd party certification1	3rd party certification (3C)	0.767	1	-	-	0.588
3rd party certification2		0.838	1.157	0.11	10.474	0.703
3rd party certification3		0.773	1.136	0.115	9.875	0.598
Eating out pleasure1	Eating out pleasure (EP)	0.678	0.895	0.101	8.883	0.46
Eating out pleasure2		0.794	1.037	0.099	10.523	0.631
Eating out pleasure3		0.774	1.019	0.099	10.243	0.598
Eating out pleasure4		0.782	1	-	-	0.611
Impulse menu order1	Impulse menu order (IMO)	0.675	1	-	-	0.456
Impulse menu order2		0.813	1.213	0.166	7.318	0.661
Impulse menu order3		0.669	0.952	0.135	7.048	0.447
Budget available1	Not effective	0.997	1.641	0.161	10.21	0.995
Budget available3		0.612	1	-	-	0.374