외식 구매의사결정 후 인지부조화 발생요인 및 인지부조화가 행동의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

Cognitive dissonance (CD) is an important psychological factor that would initiate customers` behavioral intentions. Nevertheless, CD has not been studied sufficiently compared to other issues such as satisfaction. This study examined the structural relationship of the difficulties of decision-making, the comparison with the substitutes, the level of CD and customers` behavioral intentions, in order to figure out what factors would influence the degree of CD and how CD would affect customer`s behavioral intentions. To test the hypothesized model, data was collected from customers who visited a Italian chain restaurant. 336 samples were gathered from 12 stores from May 18 to May 25 2011. A structural equation model was used to exam the model and the result showed that the difficulties of decision-making had a positive influence on CD while the comparison with substitutes did not show a significant effect on CD. And CD had a negative influence on behavioral intentions.

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