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스마트팜 레스토랑의 지각된 위험에 관한 연구: 인구통계학적 특성별 인지 차이

A Study on Perceived Risks in the Context of Indoor Smart Farm Restaurants: Differences in Demographic Factors

황진수|주규현
한국마이스관광학회 (Korea MICE Tourism Society)|2022.11|MICE관광연구 (JOURNAL OF MICE & TOURISM RESEARCH)|제22권 제4호|pp. 49-64

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키워드

지각된 위험스마트팜 레스토랑구전 의도인구통계학적 특성Indoor Smart Farm RestaurantsPerceived RisksWord-of-mouth IntentionsDemographic Factors

초록

Eco-friendly smart farms are regarded as disruptive innovations with productivity and labor/cost efficiency. This innovation is also emerging in the foodservice industry in indoor smart farm restaurants (hereafter ISFR). This study focused on the perceived risks to investigate hindrances to the commercialization of ISFR. More specifically, this study investigated the differences in subcategories of perceived risks (i.e. psychological, quality, time-loss, and financial) according to demographic factors, and tested the causal relationship with word-of-mouth intentions. The study was tested based on 321 samples. The findings of the t-test and one-way ANOVA showed that the difference in psychological risk was proved in gender, the differences in quality and time-loss risk were proved in age, and the difference in financial risk was proved in the monthly income level. The results of the structural equation modeling analysis presented that quality and time-loss risk, in that order, negatively affected word-of-mouth intentions.

Abstract

Eco-friendly smart farms are regarded as disruptive innovations with productivity and labor/cost efficiency. This innovation is also emerging in the foodservice industry in indoor smart farm restaurants (hereafter ISFR). This study focused on the perceived risks to investigate hindrances to the commercialization of ISFR. More specifically, this study investigated the differences in subcategories of perceived risks (i.e. psychological, quality, time-loss, and financial) according to demographic factors, and tested the causal relationship with word-of-mouth intentions. The study was tested based on 321 samples. The findings of the t-test and one-way ANOVA showed that the difference in psychological risk was proved in gender, the differences in quality and time-loss risk were proved in age, and the difference in financial risk was proved in the monthly income level. The results of the structural equation modeling analysis presented that quality and time-loss risk, in that order, negatively affected word-of-mouth intentions.

참고문헌 (48)

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