Predicting Foreign Tourists' Visit Intention toward Korean QSR Applying a Model of Goal-oriented Behavior: with a Moderating Effect of Restaurant Involvement

목표지향적 행동모형을 통한 외국인관광객의 한식QSR 방문의도 예측: 관여도의 조절효과와 함께

  • Received : 2015.09.09
  • Accepted : 2015.10.26
  • Published : 2016.03.28


It is often reported that foreign tourists visiting Korea are not satisfied with dining in a Korean restaurant, and the reason is assumed that most of the Korean restaurants are targeting Koreans and operating in a traditional way; thus, this study suggests the need of a new type of Korean restaurant such as quick service restaurant, where foreign tourists could have Korean food in a more familiar way. It is attempted to examine foreign tourists' visit intention toward Korean quick service restaurant (QSR) applying the model of goal-oriented behavior (MGB). The survey was conducted with foreign tourists and total 275 data was gathered. Structural equation modeling was used for analysis. Among MGB variables, attitude, subjective norm, perceived behavioral control had significant effect on desire, while postive and negative anticipated emotions did not had significant effect. Also, involvement showed a significant moderating effect as positive anticipated emotion had much stronger effect on desire in a high involvement group.


Model of Goal-directed Behavior(MGB);Anticipated Emotion;Desire;Involvement;Korean Quick Service Restaurant(QSR)


  1. 한국관광공사, "2012 외래관광객 실태조사," 2013.
  2. 김경희, "브랜드개성에 따른 한식 시장세분화와 소비자만족도 및 충성도 비교," 한국콘텐츠학회 논문지, 제11권, 제10호, pp.416-424, 2011.
  3. 연나미, 이상현, 윤유식, "방한 일본, 중국 관광객의 한국음식에 대한 인지도 및 태도 비교연구," 외식경영학회, 제13권, 제2호, pp.149-168, 2010.
  4. 원대영, 이행순, 이수범, "중국관광객의 한국음식 및 서비스기대 불일치가 만족에 미치는 영향," 호텔경영학연구, 제15권, 제5호, pp.169-182, 2006.
  5. 한경수, H. Sung, 민지은, "한식의 확산을 위한 수용자 범주별 촉진요인과 저해요인," 관광학연구, 제34권, 제7호, pp.207-231, 2010.
  6. S. Kalcik, "Ethnic foodways in America: symbol and the performance of identity," Ethnic and Regional Foodways in the United States. Ed. Linda Keller Brown and Kay Mussel. Knoxville: Univ. of Tennessee Press, pp.37-65, 1984.
  7. S. P. Hahm and M. A. Khan, "Changing Food Consumption Patterns and Their Impact on the Quick Service Restaurant Industry," Journal of Restaurant, Foodservice Marketing, 제4권, 제3호, pp.65-79, 2001.
  8. 남민정, 외국인관광객의 목표지향적 수용의도 예측: 새로운 유형의 한식 퀵서비스레스토랑을 대상으로, 한양대학교 대학원, 박사학위논문, 2014.
  9. R. P. Bagozzi, Z. Gurhan-Chnli, and J. R. Priester, The Social Psychology of Consumer Behaviour, Open University Press. 2002.
  10. C. Y. Huang, C. J. Chou, and P. C. Lin, "Involvement theory in constructing bloggers' intention to purchase travel products," Tourism Management, Vol.31, pp.513-526, 2010.
  11. K. Amoako-Gyampah, "Perceived usefulness, user involvement and behavioral intention: an empirical study of ERP implementation," Computers in Human Behavior, Vol.23, pp.1232-1248, 2007.
  12. S. O. Olsen, "Repurchase Loyalty: The Role of Involvement and Satisfaction," Psychology & Marketing, Vol.24, No.4, pp.315-341, 2007.
  13. D. L. Hoffman and T. P. Novak, "Marketing in hypermedia computer-mediated environments: conceptual foundations," The Journal of Marketing, Vol.60, No.3, pp.50-68, 1996.
  14. 한국관광공사, 2008 외래관광객 실태조사, 2008.
  15. M. Perugini and R. P. Bagozzi, "The role of desires and anticipated emotions in goal-directed behaviors: Broadening and deepening the theory of planned behavior," British Journal of Social Psychology, Vol.40, No.1, pp.79-98, 2001.
  16. 김주현, 윤만희, 김정섭, "목표지향행위로서의 고객불평에 관한 연구," 마케팅논집, 제20권, 제4호, pp.1-22, 2012.
  17. H. Choo, J. Chung, and Dawn Thorndike Pysarchik, "Antecedents to new food product purchasing behavior among innovator groups in India," European Journal of Marketing, Vol.38, Iss 5, pp.608-625, 2004.
  18. J. Hwang and C. Ok, "The antecedents and consequence of consumer attitudes toward restaruatn brands: a comparative study between casual and fine dining restaurants," International Journal of Hospitality Management, Vol.32, pp.121-131, 2013.
  19. 이준엽, 안태기, "축제방문자의 먹거리 구매행동 예측에 대한 계획행동이론의 적용," 한국콘텐츠학회논문지, 제8권, 제2호, pp.116-124, 2008.
  20. S. A. Taylor, "The addition of anticipated regret to attitudinally based, goal directed models of information search behaviours under conditions of uncertainty and risk. British," Journal of Social Psychology, Vol.46, No.4, pp.739-768, 2007.
  21. 옥경영, "아동의 인터넷콘텐츠 사용에 대한 접근성과 주관적.사회적 규범의 영향 연구," 한국콘텐츠학회논문지, 제13권, 제5호, pp.443-450, 2013.
  22. Z. S. Yun, S. Verma, D. T. Pysarchik, J. P. Yu, and S. Chowdhury, "Cultural influences on new product adoption of affluent consumers in India," The International Review of Retail, Distribution and Consumer Research, Vol.18, No.2, pp.203-220, 2008.
  23. R. P. Bagozzi and U. M. Dholakia, "Antecedents and purchase consequences of customer participation in small group brand communities," International Journal of Research in Marketing, Vol.23, pp.45-61, 2006.
  24. K. L. Dunn, P. Mohr, C. J. Wilson, and G. A. Wittert, "Determinants of fast-food consumption: an application of the theory of planned behavior," Appetite, Vol.57, pp.349-357, 2011.
  25. L. Leone, M. Perugini, and A. Ercolani, "Studying, practicing, and mastering: a test of the model of goal-directed behavior (MGB) in the software learning domain," Journal of Applied Social Psychology, Vol.34, No.9, pp.1945-1973, 2004.
  26. J. L. Zaichkowsky, "The emotional aspect of product involvement," Advances in Consumer Research, Vol.14, No.1, pp.32-35, 1987.
  27. R. Bell and D. W. Marshall, "The construct of food involvement in behavioral research: scale development and validation," Appetite, Vol.40, pp.235-244, 2003.
  28. 남민정, 조민호, "외식고객의 성향적 조절초점, 메시지틀 및 관여도가 레스토랑 방문의도에 미치는 영향," 관광연구논총, 제24권, 제4호, pp.41-67, 2012.
  29. D. L. Hoffman and T. P. Novak, "Marketing in hypermedia computer-mediated environments: conceptual foundations," The Journal of Marketing, pp.50-68, 1996.
  30. S. Hyun and H Han, "A model of a patron's innovativeness formation toward a chain restaurant brand," International Journal of Contemporary Hospitality Management, Vol.24, No.2, pp.175-199, 2011.
  31. P. W. J. Verlegh and M. J. J. M. Candel, "The consumption of convenience foods: reference groups and eating situations," Food Quality and Preference, Vol.10, pp.457-464, 1999.
  32. W. Verbeke and I. Vackier, "Individual determinants of fish consumption: application of the theory of planned behavior," Appetite, Vol.44, pp.67-82, 2005.
  33. S. C. Jang. J. Y. Ha, and K. M. Park, "Effects of ethnic authenticity: Investigating Korean restaurant customers in the U.S," International Journal of Hospitality Managements, Vol.31, pp.990-1003, 2012.
  34. 성태제, 시기자, 연구방법론, 서울: 학지사, 2006.
  35. J. F. Jr Hair, W. C. Black, B. J. Babin, and R. E. Anderson, "Multivariate Data Analysis," New Jersey: Pearson Prentince Hall, 2006.
  36. 배병렬, Amos 17.0 구조방정식모델링: 원리와 실제, 서울: 청람, 2009.
  37. H. J. Song, C. K. Lee, S. K. Kang, and S. J. Boo, "The effect of environmentally friendly perceptions on festival visitors' decision-making process using an extended model of goal-directed behavior," Tourism Management, Vol.33, pp.1417-1428, 2012.
  38. S. L. Wood and C. P. Moreau, "From fear to loathing? How emotion influences the evaluations and early use of innovations," Journal of Marketing, Vol.70, pp.44-57, 2006.
  39. 우종필, 구조방정식 모델 개념과 이해, 서울: 한나래출판사, 2012.