음식모형 속성에 따른 감정반응과 태도가 행동의도에 미치는 영향에 관한 연구 = 서울지역의 푸드코트를 중심으로

다국어 초록 (Multilingual Abstract)

The Purpose of this study was to identify the attributes of food model on emotional response and attitude behavior intention through path analysis. A survey was conducted with subjects who visited food courts with food models at 7 different E-mart in Seoul and agreed with this research. Questionnaires were distributed on September 15 to 30, 2011 and 335 samples were used for analyzing. Maximum likelihood estimation using Amos7.0 was utilized to inspect each research hypotheses. Goodness of fit shown from the result of verifying the overall construction model of units of analysis used in this research was X2/DF=1.746(178.043/102), GFI=.943, AGFI=.915, RMR=.020, CFI=.961, NFI=.915, IFI=.962 showed model validity. As such, the model of this research was found to be very suitable to standard values and thus, the model can be said to be valid. The results of this study are as follows. Firstly, food model attributes were classified into 4 dimensions by the factor analysis which were visual image, decoration effect, menu comparison and food characteristic. Secondly, visual image and food characteristic had a positively significant influence on the emotional response. Thirdly, all of the factors had a positively significant influence on attitude. In particular, menu comparison was the most influential factor in terms of the attitude, followed by decoration effect, food characteristic, visual image. Finally, Emotional response and attitude had a positively significant relationships with behavior intention. So, food model is available in marketing strategies of food service industry.