중국 소비자 특성이 한식에 대한 감정, 한식당의 만족, 그리고 재방문의도에 미치는 영향
The Influence of Chinese Consumer Characteristics on Emotion, Satisfaction and Re-visit Intention to Korean Restaurants
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As the Korean food service market has become saturated, the growing number of businesses turns to foreign markets for their market expansion. However, the lack of understanding in consumer trends and characteristics has limited the growth of the market, particularly in China. Thus, our study examines the effect of Chinese consumer characteristics on consumer’s emotion, satisfaction, and their intentions to re-visit Korean restaurants in China. Given that innate difference in the perceptions of Korean food between Chinese tourists visiting Korea and native Chinese, Chinese locals visiting Korean restaurants in China were included in the sample of the study. The major findings of this empirical study provide several important implications. First, high extroversive consumers can be attracted with the improvement in restaurant’s physical environment and ambiance, which eventually stimulates their re-visit intentions. Second, progressive and innovative consumers are generally found to have positive perceptions of Korean food. For them, service improvement can be the decisive factor in determining their re-visit intentions. Lastly, social consumers’ re-visit intentions are decided upon personal relationships, in which positive word-of-mouth and reviews can have potential for stimulating Korean restaurant business.
Abstract
As the Korean food service market has become saturated, the growing number of businesses turns to foreign markets for their market expansion. However, the lack of understanding in consumer trends and characteristics has limited the growth of the market, particularly in China. Thus, our study examines the effect of Chinese consumer characteristics on consumer’s emotion, satisfaction, and their intentions to re-visit Korean restaurants in China. Given that innate difference in the perceptions of Korean food between Chinese tourists visiting Korea and native Chinese, Chinese locals visiting Korean restaurants in China were included in the sample of the study. The major findings of this empirical study provide several important implications. First, high extroversive consumers can be attracted with the improvement in restaurant’s physical environment and ambiance, which eventually stimulates their re-visit intentions. Second, progressive and innovative consumers are generally found to have positive perceptions of Korean food. For them, service improvement can be the decisive factor in determining their re-visit intentions. Lastly, social consumers’ re-visit intentions are decided upon personal relationships, in which positive word-of-mouth and reviews can have potential for stimulating Korean restaurant business.
참고문헌 (58)
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