외식 다양성 추구 성향과 충성도 및 전환의도간의 구조적 관계 연구 = 지각된 가격 조절효과

다국어 초록 (Multilingual Abstract)

This study attempted to investigate how restaurant customers variety seeking influences their loyalty and switching intentions based on SEM (structural equation modeling). A total of 343 casual dining restaurant customers were surveyed for this research. The participants’ variety seeking was measured on a previously developed 15-item scale; however, due to the lack of items (fewer than three) regarding a single construct, 13 items were used after slight modification for the second-order construct model. Four items were eliminated during CFA (confirmatory factor analysis); in fact, nine items (three items for each lower-order construct x three lower-order constructs for one higher-order construct) of variety seeking and four items for each construct of loyalty and switching intentions were finally used for SEM and multi-group analysis. Moreover, by using survey data collected in 2016, the complementary process of checking risks of CMB (common method bias) needed to be examined. The results indicate that variety seeking had a statistically positive effect on loyalty and switching intentions, and loyalty had a negative effect on switching intentions. Likewise, these results appear to be consistent with the existing hypotheses generated from previous research. Furthermore, an analysis of the moderating effect of perceived price (high vs. low) was accordingly conducted. A moderating effect of perceived price in the relationship between diversity seeking and switching intentions was found. The academic contributions and managerial implications of the findings are briefly discussed.