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


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.


Supported by : 한국연구재단


  1. Ahn HY, Cho IK. 2006. Evaluation of Wellbeing Menu of Fastfood Restaurant using IPA. Korean J. Tourism Res., 21(3): 237-254
  2. Bell R, Marchall DW. 2003. The construct of food involvement in behavioral research: Scale development and validation. Appetite. 40(3): 235-244
  3. Chen MF. 2007. Consumer attitudes and Purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Qual. Prefer., 18(7): 1008-1021
  4. Cho WJ. 2009. Influence of Different Perspectives about Wellbeing Trend LOHAS on the Menu Selecting Behavior of Diners-out. Korean J. Culin. Res., 15(3): 307-323
  5. Choi YL, Kim TH. A Study on the Difference of Dining-out Behavior by Propensity to Consume of LOHAS. J. Foodservice Management Soc. of Korea, 16(3): 27-48
  6. Davis FD, Bagozzi RP, Warshaw PR. 1989. User acceptance of computer technology: A comparision of two theoretical models. Manage Sci., 53(8): 982-1003.
  7. Eertmans A, Victoir A, Vansant G, Van den Bergh O. 2005. Foodrelated personality traits, food choice motives and food intake: Mediator and moderator relationships. Food Qual. Prefer., 16(8): 714-726
  8. Guthrie JF, Lin BH, Frazao E. 2002. Role of food prepared away from home in the American diet, 1977-78 versus 1994-96: changes and consequences. J. Nutr. Educ. Behav., 34(3):140-150
  9. Huh KO. 2007. Consumers' Purchase Behavior, Satisfaction, and Repurchase Intentions of Well-Being Products by Lifestyles. J. Consum. Cult., 10(4): 83-105
  10. Hwang JJ. 2012. How Does Nutritional Information about Fast Food Menu Items Influence Consumer Choice Behavior according to Their Health Consciousness and Nutritional Knowledge?. Korean J. Hotel Adm., 21(2): 93-112
  11. Im YJ. 2008. Research Models Based on the Theory of Planned Behavior for Predicting Foreign Tourists' Behavior toward Korean Wave Cultural Contents-Focused on Korean soap operas and records-. Doctoral degree thesis, Sejong University, Korea, pp 55, 133
  12. Jang YJ, Kim WG, Bonn MA. 2011. Generation Y consumers' selection attributes and behavioral intentions concerning green restaurants. Int. J. Hosp. Manag., 30(4): 803-811
  13. Jun JH, Park KY, Kim JP. 2007. The Effect on Selective Attribute and Satisfaction by Customer's Characteristics, Use and Reference Group for Hotel Restaurants. Korean J. Culin. Res., 13(3): 220-238
  14. Jung SJ, Kang SH, Song SM, Ryu SH, Yoon JH (2006) Nutritional Quality of Korean Adults' Consumption of Lunch Prepared at Home, Commercial Places, and Institutions: Analysis of the Data from the 2001 National Health and Nutrition Survey. J. Nutr. Health, 39(8): 841-849
  15. Kassarijian HH. 1981. Low Involvement: A Second Look, Advances in Consum Res., 12: 341-352
  16. Kim HJ, Park J, Kim MJ, Ryu K. 2013. Does perceived restaurant food healthiness matter? Its influence on value, satisfaction and revisit intentions in restaurant operations in South Korea. Int. J. Hosp. Manag., 33: 397-405
  17. Kim MJ, Kim BS. 2005. The Development of the Scale of 'Wellbeing' and the Determinants of the Well-being Oriented Behavior. J. Consum Cult., 8(2): 149-164
  18. Kim SJ, Cho MH, Lee KH. 2010. A Study on Motives Behind Food Choices of Foreigners Living in Korea. J. Korean Soc. Food Cult., 25(2): 141-149
  19. Kim SJ. 2011. The Effect of Foreigners' Food Choice Motive on Attitudes and Intention of Purchasing Korean Foods: Focusing on the Moderating Effect of Food Neophobia and Food Involvement. Doctoral degree thesis, Kyunghee University, Korea, pp 90-92
  20. Kim YC. 2002. A study on positioning through selective attributes of the food service industry: focusing the western styled franchise family restaurants. Doctoral degree thesis, Kyonggi University, Korea, pp 166-170
  21. Kim YS, Sim MY. 2010. Effect of the Attributes of Selection Toward Family Restaurants on the Consumer's Satisfaction and Intention of Revisiting the Restaurant Among Single Workers in Their 20's-Focusing on Lifestyle and Motives-. Korean J. Hum. Ecol., 19(1): 103-117
  22. Krystallis, A. and Chryssohoidis, G. (2005), "Consumers' willingness to pay for organic food: factors that affect it and variation per organic product type", British Food J., Vol. 107 No. 5, pp. 320-43.
  23. Lee HS, Ahn KH. 1992. Consumer Behavior. Bobmunsa, Seoul, pp 43
  24. Lee MW. 2003. The Role of Satisfaction, Trust, and Commitment in the Relationships of Customer Orientation of Service Providers and Repurchase Intentions. Korea Industrial Economics Asso., 16(2): 91-108
  25. Lee YS. 2011. A Study on the Choice Attributes Measure of Wellbeing Restaurant and Customer Loyalty. Ph. D Thesis, Honam university, Korea, pp 18-19
  26. Lee YS, Yang GS. 2012. A Study on the Development of Choice Attributes Measure of Wellbeing Restaurant. Korea Tourism Research Association, 26(5): 283-304
  27. Marshall DW, Bell R. 2004. Relating the food involvement scale to demographic variables, food choice and other constructs. Food Qual Prefer. 15(7-8): 871-879
  28. Mayer RC, Davis JH, Schoorman FD. 1995. An Integrative Model of Organizational Trust. Acad. Manage. Rev., 20(3): 709-734
  29. Moorman C, Matulich E. 1993. A model of consumers' preventive health behaviors: The role of health motivation and health ability. J. Consum. Res., 20(2): 208-228
  30. Nielsen SJ, Siega-Riz AM, Popkin BM (2002a) Trends in food locations and sources among adolescents and young adults. Pre. Med., 35(2):107-113
  31. Oh JY. 2013. A study on effects of restaurant brand image and awareness on HMR (Home Meal Replacement) product reliability and consumers buying intention. Master's degree thesis, Kyonggi University, Korea
  32. Park YB, Cho SH. 2011. Moderating Effects of Trust in the Relationship between Empowerment and Organizational Effectiveness of National Brand in Family Restaurant Employees. J. Applied Tourism Food & Beverage Manage. and Res., 22(1): 1-28
  33. Pivato, S., Misani, N. and Tencati, A. (2008), "The impact of corporate social responsibility on consumer trust: the case of organic food", Business Ethics: A Eruropean Review, 17(1): 3-12
  34. Schroeder JJ. 1985. Restaurant critics respond: We're doing our job. Cornell Hotel Rest A, 25(4): 57-63
  35. Shin DS. 2011. Effects on LOHAS Image of Family Restaurant, Customer Value, Customer Satisfaction and Intention of Relation. J. the Korea Serv. Manage. Soc., 12(1): 189-216
  36. Sohn IN. 2007. Effect of Fast Food Restaurant User's Trust and Commitment on Customer Satisfaction. The J. of the Korea Contents Assoc., 7(12): 179-190
  37. Son YJ, Hong KW. 2009. A Study on How Well-Being Influences Consumer Behavior and Restaurant Choice. Korean J. Culin. Res., 15(1): 209-224
  38. Sparks B, Bowen J, Klag S. 2003. Restaurants and the tourist market. Int. J Contem. Hosp. Manag., 15(1): 6-13
  39. Steptoe A, Pollard TM, Wardle J. 1995. Development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appitite. 25(3): 267-284
  40. Suh BW. 2013. A Study of Intention to Purchase for Organic Food in Restaurant Industry. Korean J. Food Marketing Economics, 30(3): 55-71
  41. Yoo J. 2009. Consumer understanding of nutrition labelling by the food industry according to the level of health interests of the consumer. Master's degree thesis, Sookmyung Women' University, Korea, pp 15-20, 61-64
  42. Yoon SH. 2008. The Influences of Food Tourism Involvement and Community Attachment on Tourism Seeking Traits of Traveled Destination. Doctoral degree thesis, Daegu University, Korea, pp 70-72
  43. Perlik A. 2005. Organics' chemistry: R&I explores how a former fad is remarking menus: have organic foods traded in their niche status for a full-time kitchen gig?
  44. R&I's 2005 Organic Food Study reveals how these costly-butquality ingredients are becoming a point of pride for chefs in every segment. Restaurants & Institutions,