Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Effect of Perceived Risk on Chinese Street Foods of Korean Tourists on Eating Intention: Focusing on Moderator Effect of Food Neophobia

한국 관광객의 중국 길거리 음식에 대한 식품위험지각이 시식의도에 미치는 영향: 푸드네오포비아의 조절효과 중심으로

  • Ha, Heon-Su (Dept. of Food Service Management and Culinary, Gyeongju University)
  • 하헌수 (경주대학교 외식조리학부)
  • Received : 2016.09.21
  • Accepted : 2016.10.14
  • Published : 2016.10.31
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Abstract

The purpose of this study is to investigate how perceived risk of Chinese street foods affect on eating intention and verify the moderator effect of food neophobia between them. To test study hypotheses, we apply a logistic regression analysis and a hierarchical logistic regression analysis. The findings and implications can be summarized as follows. First, Korean tourist perceived hygienic risk on Chinese street foods most highly, followed health risk, social/psychological risk. Second, while perceived health or social/psychological risk on Chinese street foods has s significant and negative effect on eating intention, but perceived hygienic risk has no significant effect. Third, there is a evidence to support moderating effect between perceived hygienic risk and eating intention of Chinese street foods.

본 연구의 목적은 한국 관광객의 중국 길거리음식에 대한 식품위험지각이 중국 길거리음식 시식의도에 미치는 영향과 그 관계에서 푸드 네오포비아의 조절효과를 검증하는 데 있다. 이 관계를 검증하기 위해 로지스틱 회귀분석과 위계적 로지스틱 회귀분석을 적용하였다. 분석 결과는 다음과 같다. 첫째, 식품위험지각 중 위생위험지각이 가장 높게 나왔고, 그 다음으로 신체위험지각, 사회심리적 위험지각이 순으로 나왔다. 둘째, 신체위험지각과 사회심리적 위험지각은 중국 길거리음식 시식의도에 유의적인 부(-)의 영향력이 있었지만, 위생위험지각은 유의적인 영향력이 없었다. 즉, 신체위험지각과 사회심리적 위험지각이 상승하면 시식의도는 유의적으로 낮아졌다. 셋째, 푸드 네오포비아는 위생위험지각과 중국 길거리 음식 시식의도간에 유의적인 부(-)의 조절효과가 있었지만 신체위험지각과 사회심리적 위험지각은 유의적인 조절효과가 없었다. 즉, 푸드 네오포비아가 높은 집단이 낮은 집단보다 위생위험지각이 시식의도에 미치는 부정적 영향력이 높게 나왔다.

Keywords

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