초록 열기/닫기 버튼
The pace of domestic aging is progressing at a faster pace than in other countries. The new silver generation, which is backed by economic power, is expected to have a ripple effect on the food service market. Therefore, this study confirmed the influence relationship between perceived consumption value and behavioral intention through the attitude of the New Silver generation to the restaurant. To test the hypotheses, we conducted a questionnaire survey on the New Silver Generation. The research model was verified by using statistical package SPSS Window 18.0. The results of this study are as follows: First, both primary, social, aesthetic, and safety values have a positive effect on attitude, but the influence of social value is relatively low. Second, attitude affects positive intention of behavior intention. Third, both intrinsic, social, aesthetic, and safety values have positive effects on behavioral intentions, but social values are not statistically significant. Finally, based on the results of this analysis, suggestions for enhancing competitiveness of restaurants are provided.
키워드열기/닫기 버튼
New silver generation, Perceived Consumption Value, Attitude, Behavioral Intentions
