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The Effects of Health-related Menu Choice Attributes on Customer Behavioral Intentions at Well-being Restaurants - The Moderating Roles of Food Involvement and Trust -

건강지향 메뉴선택속성이 웰빙레스토랑 고객 행동의도에 미치는 영향에 관한 연구 - 음식관여도, 신뢰의 조절효과를 중심으로 -

  • Kim, Sun-Joo (Department of Food Service Management, Kyunghee University) ;
  • Cho, Meehee (Dedman School of Hospitality, Florida State University)
  • 김선주 (경희대학교 외식경영학과) ;
  • 조미희 (플로리다 주립대학교 호스피탈리티학과)
  • Received : 2014.08.04
  • Accepted : 2015.05.01
  • Published : 2015.06.30

Abstract

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at well-being restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

Acknowledgement

Supported by : 한국연구재단

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