레스토랑 고객의 메뉴 선택행동 분석: 메뉴정보 관여도의 매개효과 = Consumer attitude and behavioral intention in relation to menu choices in Korean buffet restaurants: the mediating effect of menu information involvement

국문 초록 (Abstract)

본 연구는 한식뷔페 레스토랑 고객의 메뉴선택속성, 메뉴정보 관여도 및 행동의도 간의 구조적 영향관계를 알아보고자 하였다. 또한 메뉴선택속성과 고객 행동의도 간의 영향관계에서 메뉴정보 관여도가 어떠한 매개효과를 갖는지를 파악해보고자 하였다. 본 연구에서는 한식뷔페 레스토랑 이용경험이 있는 고객을 대상으로 총 550부를 배포하였으며, 최종 유효 표본인 520명을 대상으로 가설검증을 위해 구조방정식 모형 검증, 매개효과 검증을 위해 부트스트레핑 분석을 수행하였다. 본 연구의 가설검증을 통한 결론은 다음과 같다. 첫째, 고객의 메뉴선택속성 중 건강성, 음식품질 만이 메뉴정보 관여도에 유의한 영향을 미치는 것으로 나타났다. 이에 반해 조리법 및 준비는 메뉴정보 관여도에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 메뉴정보 관여도는 고객의 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 메뉴선택속성과 행동의도 간의 관계에서는 세 가지 모든 요인에서 유의한 영향관계가 있는 것으로 나타났다. 특히 건강성이 가장 높은 영향을 미치고 있으며, 다음으로 음식품질, 조리법 및 준비 순으로 행동의도에 긍정적인 영향을 미치는 것으로 나타났다. 넷째, 한식뷔페 레스토랑의 메뉴선택속성과 행동의도 간의 영향관계에서 고객의 메뉴정보 관여도는 부분적 매개효과가 있는 것으로 나타났다. 따라서 레스토랑은 고객이 중요시 하는 메뉴의 재료 및 메뉴가 지닌 정보를 다양한 채널을 통해 제공 및 관리할 필요가 있다.

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