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

The East Asian Society of Dietary Life (동아시아식생활학회)
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Effect of Menu Reliability on Consumer Satisfaction at Rice Cake Cafe using Domestically Grown Agricultural Products - Focus on Jeonju Hanok Village -

국내산 농산물을 사용한 떡 카페 메뉴에 대한 신뢰가 소비자 만족에 미치는 영향 - 전주 한옥마을을 중심으로 -

  • Kim, Su In (Dept. of Korean Cuisine, Jeonju University)
  • Received : 2015.08.10
  • Accepted : 2015.10.12
  • Published : 2015.10.30
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Abstract

To investigate and analyze the influence of trust on consumer satisfaction in rice cake cafe menus using domestically grown food ingredients, this study divided selection attributes of rice cake cafe menus into safety, nutrition, ethicality and marketability through an exploratory factor analysis and analyzed reliability and correlation among these variables. As a result, these four factors were adopted as selection factors, and the results of the correlation analysis among the variables showed that the four factors were statistically correlated with trust and customer satisfaction. The result of validity and reliability testing on consumer trust showed that the menus were reliable and trustworthy as they had been made using domestically grown agricultural products. Analysis of how cafe selection attributes affect trust showed that the these variables had a significantly positive influence on trust in the order of safety, marketability, nutrition, and ethicality. The influence of the selection attributes on customer satisfaction was statistically significant, and the independent variables had a significantly positive influence on trust in the order of marketability, ethicality, safety, and nutrition. In verifying the mediation effect of trust on customer satisfaction, the four factors of rice cake cafe selection attributes had statistically significant mediation effects.

Keywords

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