한식당 이용고객의 외식소비성향에 따른 메뉴선택속성이 재방문의도, 추천의도에 미치는 영향: 단품메뉴전문 한식당을 중심으로 (The Effect of Menu Selection Attributes on Revisit Intention and Recommendation according to Eating-Out Tendency: Focused on A-La-Carte Korean Restaurant Customers)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 27권 / 6호 / 206 ~ 217페이지
· 저자명 : 조성원, 조용범

초록

This study was conducted to verify the effect of menu selection attributes according to eating out consumption propensity on revisit intention and recommendation intention for consumers who have experience using Korean restaurants specializing in A-La-Carte menu. The sample of this study was conducted for customers of a Korean restaurant that specializes in selling A-La-Carte menus. In February 2021, a total of 250 questionnaires were distributed, and a total of 212 copies were used for the final statistical analysis after removing insincere responses. For analysis of research data, frequency analysis, factor analysis, descriptive statistical analysis, reliability analysis, and multiple regression analysis were performed using SPSS 21.0. The main research results focusing on hypothesis testing are as follows. First, the result of the study on the effect of eating out consumption propensity on menu selection attributes shown that atmosphere seeking type had a significant positive (+) effect on menu selection attributes. Second, the result of examining the relationship between menu selection attributes on revisit intention verified that menu quality and menu provision of menu selection attributes had a significant positive (+) effect on revisit intention. Finally, the results of hypothesis testing between menu selection attributes and recommendation intention found that menu quality and menu composition among the menu selection attributes had a significant positive (+) effect on recommendation intention. Based on these results, current study provide various implications for increasing the sales of restaurant companies selling A-La-Carte menus, and to present basic data for securing returning customers and preparing a unified product operation direction.

영어초록

This study was conducted to verify the effect of menu selection attributes according to eating out consumption propensity on revisit intention and recommendation intention for consumers who have experience using Korean restaurants specializing in A-La-Carte menu. The sample of this study was conducted for customers of a Korean restaurant that specializes in selling A-La-Carte menus. In February 2021, a total of 250 questionnaires were distributed, and a total of 212 copies were used for the final statistical analysis after removing insincere responses. For analysis of research data, frequency analysis, factor analysis, descriptive statistical analysis, reliability analysis, and multiple regression analysis were performed using SPSS 21.0. The main research results focusing on hypothesis testing are as follows. First, the result of the study on the effect of eating out consumption propensity on menu selection attributes shown that atmosphere seeking type had a significant positive (+) effect on menu selection attributes. Second, the result of examining the relationship between menu selection attributes on revisit intention verified that menu quality and menu provision of menu selection attributes had a significant positive (+) effect on revisit intention. Finally, the results of hypothesis testing between menu selection attributes and recommendation intention found that menu quality and menu composition among the menu selection attributes had a significant positive (+) effect on recommendation intention. Based on these results, current study provide various implications for increasing the sales of restaurant companies selling A-La-Carte menus, and to present basic data for securing returning customers and preparing a unified product operation direction.

참고자료

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