• Culinary science and hospitality research
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• v.22 no.4
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• pp.192-203
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• 2016

This research was conducted over four weeks from January 1, 2016 until May 30. Data was collected from self-adminstered questionnaires of dwontwon Seoul franchise restaurant customers. The data was subjected to regression analysis to analyze the impact of consumer motives on revisit intentioned. Results show that gourmet is B=0.553 (p<.001), convenient, B=0.093 (p<.05), social B=0.294 (p<.001), and showing off is B=0.085 (p<.01) consumer goods all have a significant positive influence on revisit intention. Second, a significant moderating effect of web based rumores on the relationship between consumer and franchise restaurants motives and re-visit, 0.683, F=116.279 (p<.001). The two-level models add additional explanatory power increase due to a consumer culture is 2.9% and F=26.791 (p<.001) to 'revisit' emerged as significant. Stage 3 in the gastronomic and social wealth is significant to the Web rumors was the influence of (-).