The relationship of the Exposure to Restaurant Spots in talk shows and the purchasing intent of the public within the framework of the theory of planned behavior

This study reveals the nature of the relationship between exposure to restaurant paragraphs in talk shows and the purchasing intention of the public, and to identify the factors affecting the purchasing intention, the buying behavior, and the attitudes towards these spots, through the description of the content of the restaurant spots in a number of talk shows and the field study of a sample of the viewers of those spots, using the theory of planned behavior.
The study reached several results, the most important of which are:
1- The description of restaurant spots in talk shows revealed that the diversity of objectives, content and format of those paragraphs. While some of them are presented for marketing purposes that seek to promote the restaurants brand and define their places and offerings, other programs incorporate marketing objectives with cultural goals.
2 - The results indicate that the majority of respondents are exposed "occasionally" to restaurant spots in talk shows, followed by close exposure to "slightly" exposure, and exposure permanently comes last.
3- The utilitarian motives of the respondents' exposure to the restaurant spots in the talk shows outweighed the ritual motives. The utilitarian motives came in the forefront of "knowing information about restaurants".
4- Non-verbal communication methods are at the forefront of attracting the respondents to the programs' spota, represented in the shots that focus on food, open the appetite, use of humor, laughter, and the physical expressions of the presenter and the guests, and their reactions as a result of tasting the restaurant's food.
5- The quality of service in restaurants is the first factor of the perceived interest of the restaurants presented in the talk shows, represented in the concern for “cleanliness”, followed by “speed of service and the manner of dealing with customers”, followed by the factors related to the price, especially “price appropriateness” with what the restaurant offers. Then comes the physical environment factors. Then the food quality factors, foremost among which is "the use of high-quality ingredients".