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http://dx.doi.org/10.20878/cshr.2017.23.2.019

The Effects of Information-searching for Korean Food Brand on Risk Perception and Preference  

Kim, Jung-Soo (Dept. of Hotel & Food Service Culinary, Daeduk University)
Publication Information
Culinary science and hospitality research / v.23, no.2, 2017 , pp. 189-202 More about this Journal
Abstract
The purpose of the study is to investigate the effects of information search for Korean food brand on perceived risk and preference. To achieve this goal, using 10 exemplary restaurants appointed as Korean food brands in Seoul, a questionnaire survey was used to collect data through interview. Using the SPSS 21.0. total 296 responses were analyzed to test the relationship among variables. The findings are as follows. First, information search for Korean food brand showed that all external search, internal search and direct experience had a positive effect on preference. Second, there was no difference between information search for Korean food brand, risk perception and preference according to gender, but there was a significant difference between information search for Korean food brand, risk perception, and preference according to their age. Third, indifference moderated the relationship between external and internal information search and Korean food preference. Fourth, maladjustment moderated the relationship between external information and direct experience for Korean food preference.
Keywords
Korean food brand; information search; perceived risk; preference; Korean food image;
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