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Analysis of the mediating effect of perceived value in the relationship between food experience factor and customer behavior intention in ethnic restaurants
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에스닉 레스토랑의 음식체험요소와 고객행동의도의 관계에서 지각된 가치의 매개효과 분석

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Type
Academic journal
Author
Sung-ho In (창신대학교) Ke-Yung, Ji (가톨릭 관동대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.34 No.11 KCI Accredited Journals
Published
2020.11
Pages
179 - 193 (15page)
DOI
10.21298/IJTHR.2020.11.34.11.179

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Analysis of the mediating effect of perceived value in the relationship between food experience factor and customer behavior intention in ethnic restaurants
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Abstract· Keywords

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In this study, based on theories and prior studies, food experiences were divided into three dimensions: cleanliness, completeness, and discrimination. In addition, it was confirmed how the sub-factors of these food experiences affected perceived value and customer behavioral intention. In particular, the purpose of this study was to identify the relationship between indirect effects mediated by perceived values in the relationship between cleanliness, completeness, discrimination, and customer behavioral intention variables, which are sub-factors of food experience. According to the results of the research, first, it was verified that the sub-factors of food experience, such as cleanliness, completeness, and discrimination, had a positive effect on perceived values and customer behavioral intention. This proved that it is very important for ethnic restaurants to continuously launch various new menu items for consumers, to differentiate them from other restaurants, and to improve quality. Second, perceived value had a significant positive effect on customers’ behavioral intention. Lastly, the perceived value of the customer exerted a significant partial mediating effect on the customers’ behavioral intention through the food experience. It is expected that the value perceived through quality will increase the customers’ intention to act in the future.
#Ethnic restaurant #Food experience factor #Perceived value #Customer behavior intention #에스닉 레스토랑 #음식체험 #지각된 가치 #고객행동의도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 분석방법
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌
〈국문요약〉

References (42)

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강병남 / 2009 / 호텔 뷔페 레스토랑의 서비스 품질이 고객 만족 및 충성도에 미치는 영향 / Culinary Science & Hospitality Research 15(2):161~172 dbpia 구자형 / 2019 / 호텔 레스토랑 식음료체험이 관계품질과 행동의도에 미치는 영향: 업장 분위기의 조절효과를 중심으로 / 관광레저연구 31(8):215~231 dbpia 김민정 / 2018 / 외식 배달 어플리케이션 서비스 이용자의 지각된 혜택 및 희생이지각된 가치와 행동의도에 미치는 영향: 가치기반수용모델(VAM)을 중심으로 / 관광연구저널 32(2):217~233 dbpia 김성혁 / 2009 / 호텔 레스토랑의 물리적 환경지각이 감정반응, 고객만족, 재구매 의도 및 추천의도에 미치는 영향 / 관광연구 23(4):81~99 google schola 김용만 / 2006 / 체험이 구매결정의 중요한 변수 / 마케팅 40(3):70~75 dbpia

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