문화경험에 의한 에스닉레스토랑의 진정성에 대한 소비자 인식
Consumer Perception of Authenticity of Ethnic Restaurant by Cultural Experience
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Food consuming culture has been changed due to globalization, expansion of international trade, increase of migrants, growth of tourism industry, and lifestyle that changes with convenience. This phenomenon stimulated the desire of consumers to seek new taste and experience and increased the interest of other countries in food, contribution to the spread of ethnic restaurants. The authenticity of the ethnic restaurant, which means the authenticity of the cultural aspect to customers who visit to experience the uniqueness of culture, has a powerful influence on the perceived values and behavioral intentions of customers with a unique and new dining experience. The purpose of this study is to investigate the relationship among cultural experiences, and the authenticity of ethnic restaurants, and confirm the relationship among authenticity of ethnic restaurants, consumer perceptions and attitudes. To verify the study tasks and hypotheses established a survey was performed to adults over 20 who had experience in visiting ethnic restaurants for the last six months. From data collected, demographic characteristics were drawn through frequency analysis. To examine validity and reliability among the measuring items factor analysis was done, and reliability was verified through internal consistency. As a result, it was analyzed that the cultural experience had a significant effect on the authenticity of the ethnic restaurant, and the authenticity of the ethnic restaurant influenced the likability. It was confirmed that likability also affect the behavioral intension. Through additional information from these results on authenticity of ethnic restaurant that considers cultural experience, it is expected that this study will be useful material for understanding ethnic restaurant’s customers and communicating with customers.
Abstract
Food consuming culture has been changed due to globalization, expansion of international trade, increase of migrants, growth of tourism industry, and lifestyle that changes with convenience. This phenomenon stimulated the desire of consumers to seek new taste and experience and increased the interest of other countries in food, contribution to the spread of ethnic restaurants. The authenticity of the ethnic restaurant, which means the authenticity of the cultural aspect to customers who visit to experience the uniqueness of culture, has a powerful influence on the perceived values and behavioral intentions of customers with a unique and new dining experience. The purpose of this study is to investigate the relationship among cultural experiences, and the authenticity of ethnic restaurants, and confirm the relationship among authenticity of ethnic restaurants, consumer perceptions and attitudes. To verify the study tasks and hypotheses established a survey was performed to adults over 20 who had experience in visiting ethnic restaurants for the last six months. From data collected, demographic characteristics were drawn through frequency analysis. To examine validity and reliability among the measuring items factor analysis was done, and reliability was verified through internal consistency. As a result, it was analyzed that the cultural experience had a significant effect on the authenticity of the ethnic restaurant, and the authenticity of the ethnic restaurant influenced the likability. It was confirmed that likability also affect the behavioral intension. Through additional information from these results on authenticity of ethnic restaurant that considers cultural experience, it is expected that this study will be useful material for understanding ethnic restaurant’s customers and communicating with customers.
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