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Hierarchical Value Map of the Korean Restaurant Experience of Foreigners - An Application of the Laddering Technique -  

Yang, Il-Sun (Dept. of Food & Nutrition, Yonsei University)
Cha, Sung-Mi (Dept. of Agrofood Resources, Rural Development Administration)
Shin, Seo-Young (Dept. of Food & Nutrition, Seoil University)
Baek, Seung-Hee (Dept. of Food & Nutrition, Singu University)
Lee, Hae-Young (Dept. of Food & Nutrition, Sangji University)
Publication Information
The Korean Journal of Food And Nutrition / v.22, no.4, 2009 , pp. 687-695 More about this Journal
Abstract
The present study attempted to offer more insights into the foreign consumers' consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as 'new experience', 'interest in Korea', 'recommendation', 'good food', 'easy to access', 'service', 'dining environment', and 'price' as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were 'experience new culture', 'be exposed to new experience', and 'learn more about Korea' which were related to 'happiness', 'pleasure', 'good relationship', 'desire fulfillment', and 'self-satisfaction' as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.
Keywords
Korean restaurants; means-end chain; laddering; attributes; consequences; values;
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Times Cited By KSCI : 4  (Citation Analysis)
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