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A Study on the Effect Franchise Restaurant Selection Motives on Visiting Intention - Focusing on the Moderator Effects of Consumer Attitude -  

Jin, Yang Ho (Dept. of Foodservice & Culinary Management, Kyonggi University)
Kwon, Hyeok Sung (Dept. of Foodservice & Culinary Management, Kyonggi University)
Publication Information
Culinary science and hospitality research / v.22, no.5, 2016 , pp. 52-63 More about this Journal
Abstract
This research was conducted about four weeks from April 1, 2016 until April 30. Data collection for customers who visit the restaurant franchise in Seoul. Results shown that choose a restaurant franchise result sync conducted a regression analysis to analyze the impact on consumers' purchase intention. Kindness was the influence of B=0.597 (p<.001), is a unique B=0.210 (p<.001), cleanliness is B=0.230 (p<.001) significant information on the degree of consumer purchases (+). Second, choose a restaurant franchise motivation verify the moderating effect of consumer attitudes between the purchase intention of consumers eating out analysis. In the first stage determining factor model to 0.630, F=128.612 (p<0.01) emerged as significant. In the second stage of the explanatory models increased by the addition of an additional 6.1% of consumer attitudes consumer attitudes to F=58.656 (p<0.01) for it came out significantly. In Step 3 of Select synchronization options* and the increase in explanatory power due to the additional input of consumer attitudes 0.6%, so for F=1.585 (p<0.01) emerged as a significant moderating effect.
Keywords
restaurant franchise; select motive; purchase intentions; consumer attitudes;
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