ALL YOU CAN EAT: BEHAVIORAL EVIDENCE FROM TAIWAN

All-you-can-eat buffet is a popular meal-serving system for people who like to eat a lot and want a wide variety of food. This paper uses the theory of planning behavior to investigate the behavioral intention and overeating behavior of people at an all-you-can-eat restaurant through a questionnaire format from January 1, 2013 to April 1, 2013. The research findings show that attitude, subjective norms, and perceived behavioral control all have a significantly positive influence on behavioral intention. However, people’s overeating behavior is determined mainly by perceived behavioral control, not by behavioral intention.