Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Structural Relationships among Shopping Orientation, Perceived Value, Concentration, and Purchase Intention in Restaurant Mobile Commerce

  • Cho, Dong-Seok (School of Hospitality and Tourism Management, Kyungsung University) ;
  • Reid, Earl L. (School of Hospitality and Tourism Management, Kyungsung University) ;
  • Lee, Hae-Young (School of Hospitality and Tourism Management, Kyungsung University)
  • Received : 2016.12.13
  • Accepted : 2017.01.17
  • Published : 2017.01.31
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Abstract

With the increasing popularity of mobile commerce, restaurant service has become one of the leading service categories. Thus, this study attempted to understand the shopping behavior of restaurant mobile consumers by focusing on their shopping orientations. Specifically, this study investigated the structural relationships among shopping orientations, perceived value, concentration, and purchase intention in restaurant mobile commerce. Data analysis employing a structural equation approach was carried out for this study. Results revealed that, first, a consumer's shopping orientations was found to have a positive influence on perceived value, with time/convenience orientation possessing a stronger influence on perceived value than other factors (economic and hedonic). Second, a consumer's perceived value was found to affect concentration and purchase intention. Third, a consumer's concentration also appeared to influence purchase intention.

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References

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