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

The East Asian Society of Dietary Life (동아시아식생활학회)
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Impact of the Selection Attributes of Restaurants Specialized in Yaksun Foods on Purchase Intention and Customer Satisfaction: Focused on Mediating Effects of the Value Awareness of Yaksun Food

약선음식 제공 레스토랑의 선택속성이 구매의도와 고객만족도에 미치는 영향: 약선음식 가치 인식의 매개효과를 중심으로

  • Bok, Hye-Ja (Dept. of Foodservice & Culinary Management, Kyonggi University) ;
  • Jeong, Kwang-Yeol (Dept. of Faculty of Herbal Cuisine and Nutrition)
  • 복혜자 (경기대학교 대학원 외식조리학과) ;
  • 정광열 (대구한의대학교 한방식품조리영양학부)
  • Received : 2014.09.30
  • Accepted : 2014.12.29
  • Published : 2014.12.31
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Abstract

The purpose of this study was to examine the influence of selection attributes of restaurants specialized in Yaksun food on purchase intentions and satisfaction level of consumers as well as mediating effects of value awareness of Yaksun food on relationships among the variables. The subjects in this study were 200 female adults in Seoul and Busan. The findings of the study were as follows: First, purchase intentions for Yaksun food were positively influenced by food quality, human service, and health effect among selection attributes for restaurants specialized in Yaksun food. Second, customer satisfaction with Yaksun food was positively affected by food quality and human service among selection attributes. Third, purchase intention for Yaksun food and customer satisfaction were positively influenced awareness of functional value, emotional value and economic value of Yaksun food. Fourth, awareness of emotional and economic value of Yaksun food had mediating effects on relationships between selection attributes for restaurants specialized in Yaksun food and purchase intentions, and awareness of functional value of Yaksun food had mediating effects on relationships between the selection attributes of restaurants specialized in Yaksun food and customer satisfaction. The findings of the study illustrate that selection attributes for restaurants specialized in Yaksun food and value awareness have an impact on purchase intentions and customer satisfaction, and value awareness of Yaksun foods has mediating effects on the relationship of selection attributes with purchase intentions and customer satisfaction.

Keywords

References

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