대만 현지인의 한식 레스토랑에 대한규범적 기대와 예측적 기대 = Taiwaneses' should Expectation and will Expectation to Korean Foods Restaurants

국문 초록 (Abstract)

본 연구의 목적은 대만인의 한식 레스토랑에 대한 기대 수준을 규범적 기대와 예측적 기대로 나누어 한식 레스토랑에 대한 기대 수준을 비교하고 기대를 형성하는 요인들의 영향력을 파악하는 것이다. 본 연구는 최근 1년간 한식 레스토랑을 방문한 경험이 있는 대만인들을 대상으로 총 500부의 설문지를 배포하였으며 이 중 397부의 설문지가 회수되었고 불성실하게 응답한 표본을 제외한 298부가 최종 분석에 사용되었다. 수집된 자료는 규범적 기대와 예측적 기대의 차이를 파악하기 위해 t-test를 실시하였고, 단계적 회귀분석을 실시하여 기대 형성 요인들의 규범적 기대와 예측적 기대에 대한 영향력을 조사하였다. 본 연구 결과, 대만인이 한식 레스토랑에서 반드시 받아야 하는 서비스의 기대 수준인 규범적 기대는 음식과 관련된 품질보다 서비스와 관련된 품질 항목에서 높았다. 소속감지향성 가치와 즐거움지향성 가치가 높을수록, 과거경험이 긍정적일수록 규범적 기대 수준이 높아지는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the should and will expectation to Korean foods restaurants for Taiwanese consumers and to examine the influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should expectation and will expectation to Korean foods restaurants. A total of 298 Taiwanese who have experienced Korean foods restaurants in last 12 months participated in this study. T-test was used to identify the differences between should expectation and will expectation to Korean food. Stepwise regression analysis was conducted to examine influences of past experience, price, tangibles, image, word-of-mouth, third parties, and value on should and will expectation to Korean foods restaurants. The results indicated that Taiwanese will expectation to Korean foods restaurants was significantly higher than should expectation to Korean foods restaurants and that value and past experiences had a strong influence towards should expectation to Korean foods restaurants. And especially, sense of belonging value and entertainment value strongly influenced should expectation and will expectation. The managerial implications were discussed.

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