묘사적 메뉴 레이블에 따른 고객태도와 구매의도의 차이분석 -한식메뉴를 중심으로- = Analyzing Patrons Attitude and Purchase Intentions Depends on Descriptive menu Labels: Focused on Korean Cuisine

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify how the different types of descriptive menu labels affect patrons`` attitude as well as their purchase intentions in a Korean restaurant, with improving the understanding of the concept of menu labeling and clarifying customer behaviors reacting to marketing-oriented menu labels on the basis of such understanding. For this purpose, the research questions of this study are concerned with the differences in the patron``s attitude toward the five different types of menu labels; usual labels, nostalgia labels, sensory labels, geographic labels, and mixed labels. To verify the research questions, the questionnaire responses obtained from the respondents were analyzed in several ways including frequency analysis, repeated measure ANOVA, paired sample t-test by means of SPSS 18.0. As a result of performing the analyses listed above, it was found that a geographic type of descriptive menu labels brought the most positive patrons`` attitude about the menu. In addition, differences in the purchase intentions of customers in response to different types of descriptive menu labels suggests that there were more statistically significant differences in the perception of purchase intention among descriptive labels as compared to usual menu labels.

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