Browse > Article

The Relation between Effects of Positive Emotional Response of Female Customers in Busan and Behavioral Intention according to Their Food Service Consumption Propensity  

Han, Gyusang (Dept. of Global Korean Culinary Arts, Woosong University)
Lee, Jong-Ho (Dept. of Foodservice Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.20, no.6, 2014 , pp. 1-12 More about this Journal
Abstract
This study was conducted by empirically analyzing the relation between effects of positive emotional response of female customers, who have at some point consumed food at Korean restaurants in Busan, and behavioral intention according to their food service consumption propensity. In order to achieve the objective of the study, the questionnaire survey was performed from March $10^{th}$ to $25^{th}$, and frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and SEM (structure equation model) were conducted by using SPSS 18.0 and AMOS for 248 questionnaires. As a result of an exploratory factor analysis, five factors were confirmed. In a confirmatory factor analysis, the average variance extracted (AVE) and composite reliability (CR) were confirmed as .508 to .665 and .905 to .946 respectively, which proved the convergent validity. In a hypothesis test, Hypothesis 1 was determined that the food service consumption propensity positively effects on emotional response. The results were as follows: the taste driven (${\beta}$=.325, t=3.907, p<.001), the health driven (${\beta}$=.190, t=2.688, p<.001), and the atmosphere driven (${\beta}$=.188, t=2.515, p<.001). Therefore, Hypothesis 1 was selected. Hypothesis 1 has determined that positive emotional response beneficially affects behavioral intention. As a result of an analysis, the standardized path coefficient was (${\beta}$=.496, t=6.388, p<.001), so Hypothesis 1 was selected. This result suggests that the taste driven factor has the biggest influence on emotional response in the food service consumption propensity for female customers, and food service business operators should strive to make a good restaurant atmosphere for customers to get positive emotional response (pleasure, comfort, satisfaction, and joy).
Keywords
female customers; food service consumption propensity; positive emotional response; behavioral intention; Korean restaurants;
Citations & Related Records
연도 인용수 순위
  • Reference
1 송지준 (2011). SPSS/AMOS 통계분석방법. 21세기사, 경기.
2 이학식, 임지훈 (2009). 구조방정식 모형분석과 AMOS 16.0. 법문사, 경기.
3 Boulding W, Kalra A, Staelin R, Zeithaml VA (1993). A dynamic process model of service quality : from expectations to behavioral intentions. Journal of Marketing Research, 30:7-27.   DOI   ScienceOn
4 Cho YK (2006). The marketing strategy based on consumer life style. The Journal of Professional Management 9(1):1-44.
5 Choi MS, Kil KY, Rha YA (2013). A study on the consumption propensities and foodservice consumption behavior in silver generation. Korea Journal Tourism and Hospitality Research 27(3):349-369.
6 Conner MT(1993). Individualized measurement of attitudes towards foods. Appetited 20:235-238.   DOI   ScienceOn
7 Jeon HK, Kang IH, Cho WS (2010). A study on the structural of characteristics in tourism site, tourists' perceived value, satisfaction and behavioral intention. Korean Journal of Tourism Research 25(3):237-258.
8 Jeon YM (2002). A Study on the Service Quality as Foodservice Market Segment : Focus on Market Segment for Life Style. Graduate School of Service. Kyonggi University. Seoul.
9 Jung HY, Yoon HH (2007). A study on the dining-out consumption pattern of undergraduates by food-related lifestyle. Journal of Foodservice Management Society of Korea 10(2):93-117.
10 Jung HS, Yoon HH (2010). The effect of physical environment of family restaurant upon customers' emotions, satisfaction and revisit intent. The Korean Journal of Culinary Research 16(4):190-205.
11 Kim JY, Ahn KM (2010). The relationships among characteristics of customers, choice atributes, positive emotion associated with coffee-drinking behavior. Journal of Asian Society Dietary Life 20(5):812-822.
12 Kim JY, Lee YN, Kim TH (2007). The influence of physical surroundings and human services on emotional responses and behavioral intentions of theme restaurant customers. Korea Journal Tourism and Hospitality Research 21 (2):91-107.
13 Kim KY, Baek JO (2010). The effect of emotional response on satisfaction according to the dining-out consumption pattern. The Korean Journal of Culinary Research 16(3):147-160.
14 Kim MH, Kim AH, Song EJ (2013). Analysis of the types of baby boomer4s according to dining-out consumption pattern. Journal of Foodservice Management 16(5):27-48.
15 Kim SH, Choi SM, Kwon SM (2009). The effect of customer perception of the physical environments of hotel restaurants on emotional reaction, customer satisfaction, repurchase intention and recommendation itention. Korean Journal of Tourism Research 23(4):81-99.
16 Kim SH, Kim YH (2013). The effects of communication on emotional responses and store loyalty at customer contact. Journal of Management Information 32(2):289-313.
17 Kim TH, Lee SH, Park HH (2006). Analysis of consumer pattern according to dining-out orientation. Korea Journal Tourism and Hospitality Research 20(3):313-323.
18 Lee JS, Park MJ (2005). The relationship among servicescape, emotional response and behavior intention in hotel restaurant. Journal of the Korea Service Management Society 6(2):105-128.
19 Kim TH, Son EY, Jong YJ (2008). The impact of upscale restaurant physical environment on customers' emotional responses and behavioral intentions. Journal of Hotel Management 17 (3):71-85.
20 Lee JJ (2012). Study on relation of the DINESCAPE of a franchise cafe and their customer value, emotional reaction and behavioral intention. Tourism Leisure Research 24(1):493-511.
21 Nam WJ (2007). effect of physical environment of family restaurant on customers' emotional response and behavioral intention. Journal of Hospitality and Tourism Studies 26:148-163.
22 Oliver RL (1993). Cognitive affective and attribute base of the satisfaction respone. Journal of Consumer Research 20(2):418-430.   DOI   ScienceOn
23 Park JH, Lee AR (2013). The study about the effect of selection property for hotel buffet restaurant on consumption emotion and behavioral intention. Journal of Tourism Research 17(1): 201-220.
24 Park YS, Chung YS (2004). Determinants of food away from home and consumption patterns. Korean Journal of Food Culture 19(1):118-127.
25 Power T, Clayton WB (1999). Introduction to Management in the Hospitality Industry. John Wiley & Sons Inc : 59-93.
26 Smith AK, Bolton RN, Wagner J (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research 36:256-372.
27 Woo CB, Lee GO (2008). A study on the propensity to consume of food service according to customers value system. Korea Journal Tourism and Hospitality Research 22(2):159-172.
28 Woo CB, Lee GO, Lee IS (2008). The effects of brand awareness pattern by propensity to consume of food service. Korea Journal Tourism and Hospitality Research 22(3):385-398.
29 Zeithmal VA, Berry LL, Parasuraman A (1996). The behavioral consequences of service quality, Journal of Marketing, 60(April):31-46.