외식산업 소비자의 예약부도 행동의도 - 계획행동이론(TPB)과 소비자 죄책감을 중심으로 -

Abstract

This study aims to investigate the factors influencing no-show behavioral intentions among restaurant consumers by applying and extending the Theory of Planned Behavior (TPB). While previous TPB-based studies have focused primarily on cognitive predictors such as attitude, subjective norm, and perceived behavioral control, this study incorporates the moral emotion of guilt as a mediating variable to enhance the explanatory power of the model. Based on data collected from 388 restaurant customers in Korea who had made a reservation in the past three months, structural equation modeling was conducted to empirically test the proposed hypotheses. The results show that all three TPB constructs negative attitude toward no-show behavior, subjective norms, and perceived behavioral control significantly influence consumers’ guilt and behavioral intentions. In particular, guilt emerged as the most influential predictor of no-show behavioral intention, serving as a significant mediator between cognitive variables (attitude and subjective norm) and behavioral intention. However, guilt did not mediate the relationship between perceived behavioral control and intention. This study contributes to the theoretical development of TPB by integrating emotional factors into the cognitive framework and offers practical insights for restaurant operators to develop ethical communication strategies that evoke guilt and reduce no-show behavior. Future research directions and limitations are also discussed.