노포식당의 선택속성, 기억, 관계지속 의도 간의 구조적 관계

Abstract

Long-established restaurants(so-called nopo sikdang) embody regional culture, tradition, and collective memory, yet empirical research linking their selection attributes to behavioral intentions remains limited. Thus, this study aims to identify the structural relationships among historical value, originality, cultural value, memory, and relationship continuance intention. Data were collected from 165 respondents who had visited restaurants operating for over 30 years or across two generations, using convenience and snowball sampling methods through an online survey. Reliability and validity were verified via confirmatory factor analysis, and hypotheses were tested using structural equation modeling (SEM) with AMOS 20.0. The results indicated that historical value and originality significantly influenced memory, while cultural value did not. Cultural value had a direct positive effect on relationship continuance intention, whereas historical value and originality influenced it only indirectly through memory, confirming a full mediating effect. Theoretically, this research extends the understanding of the nopo dining experience as a form of cultural heritage, while practically, it highlights the need for preserving traditional culinary identity and leveraging storytelling marketing to promote long-established restaurants.