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

The East Asian Society of Dietary Life (동아시아식생활학회)
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Effects of Descriptive Menu Labels on Customers' Purchase Intentions - Focused on a Western cuisine restaurant in the United States Forces Korea -

메뉴 레이블의 설명 유형에 대한 레스토랑 이용 고객의 인식이 구매 의도에 미치는 영향 - 주한미군 내 서양식 레스토랑을 중심으로 -

  • Chong, Yu-Kyeong (Dept. of Food Service Management, Sejong University) ;
  • Pak, Ku-Yong (Dept. of Food Service Management, Sejong University) ;
  • Sim, Soon-Chul (Dept. of Food Service Management, Sejong University)
  • 정유경 (세종대학교 호텔관광대학 외식경영학과) ;
  • 박구용 (세종대학교 호텔관광대학 외식경영학과) ;
  • 심순철 (세종대학교 호텔관광대학 외식경영학과)
  • Received : 2010.09.27
  • Accepted : 2010.12.02
  • Published : 2010.12.31
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Abstract

The current study aims to determine the effects of descriptive menu labels on customers' purchase intentions in a restaurant setting. The research identified the importance of information provided by the menu labels as well as how the different types of descriptive menu labels affect patrons' purchase intentions in an American-style restaurant. The subjects evaluated in this study were foreign clients who frequented the Western cuisine restaurant in the United States Forces Korea. A total of 351 questionnaires were analyzed by factor analysis, analysis of variance (ANOVA), and regression analysis by means of SPSS 15.0. As a result, it was found that comprehension of menu and price were the most necessary pieces of information for customers encountering menu labels, and sensory type of descriptive menu labels was the most preferred. In addition, differences in the purchase intentions of customers in response to different types of descriptive menu labels suggests that there were more statistically significant differences in the perception of purchase intention among descriptive labels as compared to usual menu labels.

Keywords

References

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