Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Effects of Meat Country-of-Origin on the Consumer Evaluations of Restaurant Menus - Focused on University Students -

외식 메뉴의 식육 원산지가 메뉴 평가에 미치는 영향 - 대학생을 중심으로 -

  • Kim, Young-Gab (Dept. of Hospitality & Tourism Management, Hanyang Cyber University) ;
  • Hong, Jong-Sook (Dept. of Foodservice and Management, Sejong University)
  • 김영갑 (한양사이버대학교 호텔관광경영학과) ;
  • 홍종숙 (세종대학교 외식경영)
  • Received : 2009.06.01
  • Accepted : 2009.07.28
  • Published : 2009.08.31
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Abstract

This study was designed to determine the effects of meat country-of-origin on the perceived quality, perceived risk, perceived value, and purchase intension of restaurant menu items. A total of 237 university students in Seoul were used in the final statistical analyses, which included factor analysis, ANOVA and Duncan's test. The results were as follows: First, in the case of perceived quality, the participants gave higher evaluations of restaurant menu items better when the origin of the foodstuff was Korea. Second, the effects of origin on perceived value were not statistically significant. Third, the effect of origin on the purchase intension of fried chicken was statistically significant, but the effects of origin on the purchase intension of boned rib and fillet were not statistically significant. Lastly, the limitations of this study and suggestions for further research are presented.

Keywords

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