초록 열기/닫기 버튼
Nowadays the industry of Fast-food Restaurant is faced with the change in social and cultural environment. Customers make individualized demands, which have been increasingly focusing on healthy food. In order to take active actions against environmental changes, fast-food restaurants are in need for the improvement of their goods and service. The purpose of this study is to establish precedence factors having an effect on attitudes towards fast-food restaurants and to analyze the influence between them. In order to achieve the purpose of this study, research models were established and hypotheses were formulated. To verify hypotheses, the survey was conducted among students of domestic universities, the survey responses of 164 students were analyzed with structural equation. Results of the analysis are as follows: First, convenience of food has a positive effect on attitude. Second, perceived financial risk has a negative effect on attitude. Third, it was reported that the subjective norm has an effect on attitudes towards fast-food restaurants, which positively influences the intention of revisit. This study paved the way for extending viewpoints of research towards fast-food restaurants.
키워드열기/닫기 버튼
Food Quality, Subjective Norm, Perceived Risk, Fast-food Restaurants
