Journal of the Korean Dietetic Association (대한영양사협회학술지)

The Korean Dietetic Association (대한영양사협회)
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A Study on the Consumers' Intention to Visit Restaurants in COVID-19 Endemic

COVID-19 엔데믹 상황에서 소비자들의 레스토랑 방문의도에 관한 연구

  • Hyun Ju Yun (Dept. of Food Science and Nutrition, University of Ulsan) ;
  • Jee Hye Lee (Dept. of Food Science and Nutrition, University of Ulsan)
  • 윤현주 (울산대학교 식품영양학전공) ;
  • 이지혜 (울산대학교 식품영양학전공)
  • Received : 2024.01.16
  • Accepted : 2024.02.07
  • Published : 2024.02.02
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Abstract

Coronavirus disease-2019 (COVID-19) has led to a decline in restaurant visits, which in turn has changed the decision-making process of consumers. This study aimed to investigate the factors influencing visit intention during the COVID-19 endemic by employing the expanded theory of planned behavior. A total of 291 samples were collected through an online survey for the analysis. Confirmatory factor analysis, correlation analysis, and structural equation path analysis were performed on the collected data using the Analysis of Moment Structures (AMOS) statistical program. The findings of the study revealed the positive effects of attitude and perceived behavioral control and the negative effects of subjective norms on desire. Second, desire played a mediating role between antecedent variables (attitude, subjective norm, perceived behavioral control) and the visit intention. These findings are meaningful in that they expand the theory of planned behavior during the COVID-19 endemic based on factors that affect visit intention.

Keywords

Acknowledgement

This work was supported by the 2022 Research Fund of University of Ulsan.

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