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식생활 소비가치가 메뉴선택속성 및 행동의도에 관한 연구 - 중국 산동성 내 채식 레스토랑 이용객을 중심으로 -
리천신 ( Li Chen-xin ),이희승 ( Lee Heeseung ) 한국호텔리조트학회 2024 호텔리조트연구 Vol.23 No.3
The purpose of this study was to investigate the importance of vegetarian restaurant customers and the influence of dietary consumption value factors on menu selection attributes and behavioral intentions. Firstly, the study examined the impact of food consumption on menu quality, revealing significant differences in health value, economic value, and safety value among menu selection attribute elements. Secondly, among the sub-elements of menu selection attributes, health value, taste value, economic value, and safety value were found to directly influence menu composition in a cognitive direction. Additionally, the study found that dietary consumption value had a significant positive effect on menu quality, including sub-elements such as health value, taste value, economic value, and safety value, although the impact of safety value was not significant. Thirdly, the hypothesis test results indicated a positive effect of health value, taste value, economic value, and safety value on behavioral intentions. Based on these findings, the study proposes several suggestions and insights for enhancing vegetarian restaurants.