Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Effect of Menu Quality at a Night Market in the Ulsan Region on Perceived Value and Revisit Intention

울산지역 야시장의 메뉴품질이 지각된 가치 및 재방문 의도에 미치는 영향

  • 전유명 (울산과학대학교 호텔외식조리과)
  • Received : 2017.09.25
  • Accepted : 2017.10.19
  • Published : 2017.10.30
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Abstract

The present study was conducted at a night market in the Ulsan region, with the purpose of analyzing the impact of menu quality at night markets on customers' perceived value and revisit intention. The study surveyed 323 visitors to the night market, and analyzed the results using the SPSS 18.0 statistics program. The results were the following. Firstly, the results of the exploratory factor analysis regarding menu quality at the night market showed 5 main factors, to a statistically valid and reliable degree: hygiene, price, diversity, originality, and taste. Secondly, it was found that menu quality exerts a positive influence on perceived value, with taste having the biggest influence on hedonic value, and price having the biggest influence on utilitarian value. Thirdly, it was found that menu quality further exerts a positive impact on the revisit intention, with price having the greatest influence in this regard. Fourthly, perceived value was found to have a positive influence on the revisit intention, with utilitarian value having a greater effect than hedonic value in this regard.

Keywords

References

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