호텔 레스토랑의 외식 소비경험이 소비감정, 고객만족, 재구매 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

Recent research in consumer behavior has focused increasingly on the experience, emotion and hedonic value. This has been driven by the theory of 'Bounded Rationality' which explains how people irrationally seek satisfaction, in contrast to the conventional presumption of maximizing utility. Consumers do more than simply process information to make buying choices. They also engage in imaginative, emotional and consumption experiences. From a consumers perspective, experiences are enjoyable, engaging, and memorable encounters for those consuming these events. Even though many studies in the field of experience have been conducted, there is a lack of restaurant industry related consumption experience research. Therefore, the purpose of this study is to explore consumption experiences of eating out in hotel restaurants about what restaurant customers really experience along with the relationship between consumption experiences, emotions, customer satisfaction, and repurchase intention.
This study introduces conceptualized variables of hotel restaurant consumers' experiences such as playfulness, symbolic, variety, and sociability. A survey asking about participants's most recent hotel restaurant experiences was designed and conducted; and the data was analyzed using structural equation models (SEM). The results from this study supported several hypotheses, including: 1) symbolic experiences of hotel restaurants influence customers' positive emotions; 2) various experiences of hotel restaurants influence customers' negative emotions; 3) playful experiences of hotel restaurants influence customers' positive emotions as well as negative emotions; 4) social experiences of hotel restaurants influence customers' positive emotions as well as negative emotions; 5) positive emotions influence customer satisfaction as well as their intentions to repurchase a hotel restaurant.
The first contribution of this research is to adapt consumption experiences to the restaurant industry, which is meaningful to the body of knowledge. Second, new insights of understanding restaurant customers' needs and wants are suggested. Third, the relation between consumption experiences and emotions is supported; however, negative emotions are not related. The limitations of this study are: 1) the sampling method; 2) ignorance of the experience-involvement 3) sample is limited to hotel customers only.


Key Words : consumption experience, consumption emotion, satisfaction, repurchase intention, hotel restaurant, customers

목차 (Table of Contents)

• < 차 례 >
• 제 1 장 서론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 3
• 제 3 절 연구의 방법 및 범위 4
• 제 2 장 이론적 배경 7
• 제 1 절 소비경험 7
• 1. 소비경험 7
• 2. 경험적 소비 15
• 3. 외식 소비경험 18
• 3-1. 유희성 19
• 3-2. 상징성 21
• 3-3. 다양성 23
• 3-4. 사회성 26
• 제 2 절 소비감정 28
• 제 3 절 고객만족 31
• 제 4 절 재구매 의도 33
• 제 3 장 연구방법 35
• 제 1 절 연구모형 및 연구가설 35
• 1. 연구모형 35
• 2. 연구가설 36
• 2-1. 외식 소비경험과 소비감정의 관계 36
• 2-2. 소비감정과 고객만족, 재구매 의도의 관계 38
• 제 2 절 변수의 조작적 정의 및 측정도구 40
• 1. 외식 소비경험 40
• 2. 소비감정 44
• 3. 고객만족 46
• 4. 재구매 의도 46
• 5. 설문지의 구성 47
• 제 3 절 조사 설계 및 자료의 분석 방법 48
• 1. 연구대상 및 자료수집 48
• 2. 분석 방법 48
• 제 4 장 연구 분석 및 결과 50
• 제 1 절 표본의 일반적 특성 50
• 1. 인구통계적 특성 50
• 2. 기술분석 54
• 제 2 절 측정도구의 신뢰도 및 타당성 및 검증 58
• 1. 신뢰도 분석 58
• 2. 타당성 검증 59
• 제 3 절 가설검증 71
• 1. 연구모형의 분석 71
• 2. 연구가설의 검증 73
• 2-1. 외식 소비경험과 소비감정의 관계 73
• 2-2. 소비감정과 고객만족, 재구매 의도의 관계 76
• 제 5 장 결론 81
• 제 1 절 연구결과의 요약 및 시사점 81
• 제 2 절 연구의 한계점 및 향후 연구방향 84
• 참고문헌 86
• 설문지 105
• Abstract 111