MZ세대의 선택속성이 소비감정과 구매의도에 미치는 영향 - 오마카세 레스토랑을 중심으로 -

Abstract

This study empirically investigates the impact of selection attributes of omakase restaurants on consumption emotions and purchase intentions among 326 MZ generation consumers with prior experience at omakase establishments in the Seoul metropolitan area. The key findings are as follows. First, among the selection attributes, 'taste', 'hygiene', 'price', and 'interior' had a significant positive effect on consumption emotions, while 'service' did not show a statistically significant effect, partially supporting the hypothesis. Second, 'taste', 'hygiene', and 'price' significantly influenced purchase intentions, whereas 'interior' and 'service' did not, indicating partial support for the second hypothesis. Third, consumption emotions were found to have a significant positive effect on purchase intentions. These findings suggest that omakase consumers are particularly sensitive to the quality of food, hygienic environments, and perceived value for money, and that their positive emotional responses directly translate into purchase intentions. Academically, this study contributes to the expansion of consumer behavior research in the context of premium dining experiences. From a practical perspective, it underscores the need for omakase restaurant operators to focus less on traditional service or interior aesthetics and more on the core quality factors and emotional experience design. Furthermore, the results indicate that eliciting positive customer emotions plays a critical role in shaping purchase intentions, offering a foundation for developing emotion-driven marketing strategies in the premium restaurant industry.