Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effects of Conspicuous Consumption of Restaurant Customers on Brand Attitude and Purchase Intention - Focusing on University Students Majoring in Cooking and Food Service Industry -

레스토랑 이용 고객의 과시적 소비성향이 브랜드 태도 및 구매의도에 미치는 영향 - 조리, 외식관련 전공 대학생들을 대상으로 -

  • Jang, Sang Jun (Division of Food, Nutrition and Cookery, Keimyung College University)
  • 장상준 (계명문화대학교 식품영양조리학부)
  • Received : 2016.10.05
  • Accepted : 2017.02.08
  • Published : 2017.02.28
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Abstract

The purpose of this study was to determine the relationship between conspicuous consumption tendency, brand attitudes, and purchase intentions of college students regarding eating out by limiting conspicuous consumption tendency among several psychological variables to acquire a more precise and concrete influence factor on consumption behavior to eat out. First, as for sensing other people, pursuing individuality and brand orientation among conspicuous consumption tendency of restaurant costumers had significant effects on brand attitudes, whereas the influence of status symbols and pursuing trend factor on brand attitudes was not verified. Second, as for sensing other people, pursing individuality, pursuing trends, and brand orientation factor among conspicuous consumption tendency had significant effects on purchasing intention. Otherwise, the significant effect relationship between status symbols factor and purchasing intentions was not confirmed. Third, as purchase intentions increased, brand attitudes of consumers increased according to existing research. Thus, this study suggests a more departmentalized marketing strategy method to create profits and enhance competitiveness of food service enterprises, and academic implications suggest fundamental data of relevant studies on conspicuous consumption tendency and purchasing behavior of consumers to eat out.

Keywords

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