초록 열기/닫기 버튼
This study analyzes the effect of the dining experience perceived by the dining-out consumers by researching the effects of game based on the consumers' experience as a strategic experience module. This study recruited 400 consumers who were familiar with events through games provided by restaurants or foodservice companies. Among the subjects recruited, the researcher set up a certain period of study and sent a link to 200 out of 400 randomly selected people among participants. Results shown that experiential factor were categorized into five subdivided elements (cognition, relation, behavior, sense, emotion) and game effects are also subdivided into four (participation, awareness, motivation, loyalty). In addition, current study identifies that the game positively affects dining out consumers, but also identifies specific variables affecting outcomes. These study will contribute to develop marketing strategic using gamification through various experiential elements on foodserive industry.
