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In today’s modern society, television (TV) food programs exert significant influence in the domestic and international foodservice market. This study applied the elaboration likelihood model (ELM) to examine the information processing and decision-making activities of restaurant customers related to TV food shows that they watched. The ELM was expanded and tested by including perceived risk as a factor influencing attitude towards a restaurant. A total of 347 responses obtained from Korean residents, who had obtained information delivered by a messenger in a TV program and had subsequently visited that restaurant in the three months prior to the survey were analyzed. Results revealed that the information quality components significantly influenced attitude towards restaurants. For the peripheral route, while the credibility of the messenger had no significant impact, the vividness of expression had a positive impact on attitude towards restaurants. Performance risk was shown to have a negative impact on attitude towards the restaurant. However, time risk, possibly requiring long-distance travel or long waiting times for available tables played a positive role. The long wait times may be perceived well because many people wanting to eat at the restaurants is a positive sign about the experience. Attitude towards a restaurant positively influenced visit intention. Based on the study’s findings, discussion, implications, and limitations for future studies are provided.

How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk