초록 열기/닫기 버튼
The purpose of this study is to analyze the effect of Food Consumption Value of the consumers who use restaurants of Michelin Guide Seoul 2017 on their purchase intention through Planned Behavior Theory. The subject of this study was selected from among the consumers with dining experiences at Michelin-starred restaurants in Seoul. For empirical analysis, 300 valid samples out of 350 were used, and the collected data was analyzed by the SPSS Statistics 22.0. Frequency analysis was carried out for analysis of the demographic characteristics, and factor analysis was done to verify validity and reliability. Also, causal relationships among the factors were sought by regression analysis. As a result, all the consumption values except for the convenience value were shown to be statistically significant on the 3 variables of Planned Behavior Theory and purchase intention. Also, all the variables of Planned Behavior Theory were significantly influential on purchase intention. 15 particular hypotheses out of 19 that were previously set for the study were proven to be valid. This result is expected to be utilized as a fundamental data for many experts who study consumer behavior characteristics especially of the consumers of restaurants including those of Michelin Guide Seoul 2017.
