초록 열기/닫기 버튼
The purpose of this research is to investigate the effects of country-of-origin(COO) images of global restaurants affecting the customers' purchasing intention. From the result of this empirical study, there were 4 dimensions in COO image: 'advancement of country', 'food and culture', 'social stabilization', and 'good feeling'. Also it was found out that the COO images affect the restaurant consumers' purchasing intention. In the group that perceived COO accurately: McDonald's and KFC as USA, the 'food and culture' and 'good feeling' images were significant. In the group that perceived COO inaccurately: Outback steakhouse as Australia, 'food and culture' was significant, and Pohoa as Vietnam, 'good feeling' was significant, USA were not significant in both of the brand. The perception of COO has no moderating effect between COO image and purchasing intention.
키워드열기/닫기 버튼
글로벌 레스토랑(global restaurant),원산지국가이미지(country-of-origin image),구매의도(purchasing intention),인지도(perception rate),조절효과(moderating effect)
