The purpose of this study is to identify differences on selective attribution of Korean restaurant take-out food by food-related lifestyle type and to examine the effect of take-out food selection attributes of Korean restaurants on trust, customer satisfaction and repurchase intention, and to analyse the mediating effects of trust and customer satisfaction on the relationship between selective attribution and repurchase intention. Data collection was conducted for customers over 20 years of age who had purchased Take-Out Food in a Korean restaurant in Daegu and Gyeongbuk Area. During one month from march 1 to march 31, 2018, 479 questionnaires out of 500 which the researcher had distributed were returned and excluding 12 incorrectly replied questionnaires, 467 questionnaires were used for empirical analysis of the research. Collected data were analyzed by frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, K-means clustering, one-way ANOVA, covariance structure analysis, mediation regression analysis and bootstrap analysis using SPSS 22.0(Statistical Package for the Social Science) and AMOS 22.0 programs.
The results of this study are as follows: First, analysis of this research showed that there was a significant difference in take-out food selective attribution by food-related lifestyle type. There was a significant difference in safety, convenience and economics. Second, take-out food selection attributes of Korean restaurants consists of safety, convenience, quality, and economics. Among safety, convenience, quality, and economics had a significant influence on trust. These results mean the higher take-out food selection attributes that the customer recognize is, the higher trust is. Thus, Korean restaurant managers should work hard to improve the trust by managing take-out food selection attributes efficiently. Third, take-out food selection attributes had a significant influence on customer satisfaction. These results mean the higher take-out food selection attributes that the customer recognize is, the higher customer satisfaction is. Thus, Korean restaurant managers should work hard to improve the customer satisfaction by managing take-out food selection attributes effectively. Fourth, trust had a significant influence on repurchase intention. These results mean the higher trust is, the higher repurchase intention increase. Thus, Korean restaurant managers should draw up measures about increasing trust to improve repurchase intention. Fifth, customer satisfaction had a significant influence on repurchase intention. These results mean the higher satisfaction of the customer is, the higher repurchase intention increase. Thus, Korean restaurant managers should draw up measures about increasing customer satisfaction to improve repurchase intention. Sixth, trust had a mediating effect on the relationship between take-out food selection attributes and repurchase intention. Seventh, customer satisfaction had a mediating effect on the relationship between take-out food selection attributes and repurchase intention. Finally, the conclusion section suggested strategic implications to induce take-out food selection attributes, trust, customer satisfaction and repurchase intention based on the findings.
제 1 장 서 론 11.1 연구 배경 11.2 연구 목적 31.3 연구 방법 41.4 연구 범위 5제 2 장 이론적 배경 82.1 식생활 라이프스타일(Food-Related Lifestyle) 82.1.1 식생활 라이프스타일의 개념 82.1.2 식생활 라이프스타일의 구성요소 112.1.3 식생활 라이프스타일에 관한 선행연구 142.2 테이크아웃 푸드(Take-Out Food) 162.2.1 테이크아웃 푸드의 개념 162.3 선택속성(Selective Attribution) 172.3.1 선택속성의 개념 172.3.2 선택속성의 구성요소 202.3.3 선택속성에 관한 선행연구 232.4 신뢰(Trust) 252.4.1 신뢰의 개념 252.4.2 신뢰의 구성요소 282.4.3 신뢰에 관한 선행연구 312.5 고객만족(Customer Satisfaction) 332.5.1 고객만족의 개념 332.5.2 고객만족의 구성요소 362.5.3 고객만족에 관한 선행연구 392.6 재구매의도(Repurchase Intention) 412.6.1 재구매의도의 개념 412.6.2 재구매의도의 구성요소 442.6.3 재구매의도에 관한 선행연구 47제 3 장 연구방법 493.1 연구모형 설계 493.2 연구가설 503.2.1 식생활 라이프스타일과 테이크아웃 푸드 선택속성 간의 관계 503.2.2 테이크아웃 푸드 선택속성과 신뢰 간의 관계 513.2.3 테이크아웃 푸드 선택속성과 고객만족 간의 관계 513.2.4 신뢰와 재구매의도 간의 관계 523.2.5 고객만족과 재구매의도 간의 관계 523.2.6 신뢰와 고객만족의 매개효과 533.3 연구방법 및 설계 543.3.1 변수의 조작적 정의 543.3.2 모집단 정의 및 표본 설계 563.3.3 설문지 구성과 분석방법 57제 4 장 실증분석 594.1 표본의 인구통계학적 특성 분석 594.2 탐색적 요인분석 및 신뢰도 분석 614.2.1 식생활 라이프스타일의 탐색적 요인분석 및 신뢰도 분석 614.2.2 선택속성의 탐색적 요인분석 및 신뢰도 분석 624.2.3 신뢰의 탐색적 요인분석 및 신뢰도 분석 634.2.4 고객만족의 탐색적 요인분석 및 신뢰도 분석 644.2.5 재구매의도의 탐색적 요인분석 및 신뢰도 분석 654.3 측정모형의 확인적 요인분석 654.4 판별타당성 674.5 식생활 라이프스타일에 따른 군집분석 684.6 연구가설의 검증 694.6.1 식생활 라이프스타일 군집별 선택속성 차이 검증(H1) 694.6.2 구조모형 적합도 검증 704.6.3 연구가설의 검증(H2, H3, H4, H5) 704.6.4 매개효과의 검증(H6, H7) 73제 5 장 결 론 755.1 연구결과 요약 755.2 연구의 시사점 775.2.1 이론적 시사점 775.2.2 실무적 시사점 775.3 연구의 한계점과 향후 연구방향 80참고문헌 81설 문 지 102