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성격 특성이 미쉐린 스타 레스토랑의 방문의도에 미치는 영향 - 빅 5 성격 특성 이론 중심으로 -
유석희,최창환,김대근 한국프랜차이즈경영학회 2025 프랜차이즈경영연구 Vol.16 No.2
Purpose: This study analyzes the influence of customer personality traits on short-, medium-, and long-term visit intentions to Michelin-starred restaurants, using third-party certification and the Big Five personality trait theory. Research Design, Data, and Methodology: Data was collected from 316 individuals aged 20 and older. After excluding 14 incomplete responses, 302 responses were analyzed using SmartPLS 4.0. Results: Openness to experience significantly influenced short- and medium-term visit intentions, while agreeableness positively affected long-term visit intentions. Extraversion showed a significant impact on short-term visit intentions. Conscientiousness and neuroticism were not significant predictors. Additionally, short-term visit intentions positively influenced medium-term visit intentions, and medium-term visit intentions positively influenced long-term visit intentions. Prior visiting experience moderated the relationship between personality traits and visit intentions across all timeframes. Conclusions: Marketers can leverage customer personality traits to develop segmentation, targeting, and positioning (STP) strategies and tailor their marketing mix for different personality types. The findings provide valuable insights for designing communication campaigns, improving marketing strategies, and understanding visit intentions based on customer characteristics.
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