earticle

영어

This study is to examine the mechanism in the comprehensive frame of theoretical basis how the silver customers with great purchasing power in the food service industry can use the food services continuously without leaving it. In this study, silver generation`s continuous intention to use food products has received great attention and antecedents of silver generations` continuous intention to use have focused two crucial factors: dediction-based mechanism and constraint-based mechanism. Although both dediction-based mechanism and constraint-based mechanism induced continuous intention to use food products, the mechanism of these two factors are severely different. Dediction-based mechanism represents that silver generations are pleased with consumption related fulfillment and therefore willing to use food products continuously, while constraint-based mechanism makes silvers to use food products continuously even though they do not want to use it. In other words, satisfaction and expectation confirmation represent dediction-based mechanism, while switching costs and alternative attactiveness represent constraint-based mechanism. Dediction-based mechanism and constraint-based mechanism have been identified in the food marketplace. However, there has not been and integrated framework to explain these two mechanisms in the food marketplace. In addition, it is not enough to simply explain silver generations` continuous to use with dediction-based mechanism and constraint-based mechanism.