한식당 이용고객의 선택속성과 추천의도 간의 관계 - 소비가치의 매개효과 분석 -

Abstract

This study conducted a self-study method and Internet survey from May 14, 2025 to June 20, 2025, for users who have used Korean restaurants in Gwangju and Jeonnam, and a total of 590 copies were distributed to collect 521 copies. 501 copies were used for analysis, excluding 20 copies of the questionnaire through the data coding process of the collected questionnaire. For statistical processing, SPSS/WIN statistical program 24.0 was used, and exploratory factor analysis, frequency analysis, correlation analysis, multiple regression analysis, and mediating effect analysis were performed. As a result of the analysis, it was found that price, food quality, physical environment, and service had a positive (+) effect on functional value. Price and physical environment were found to have a positive (+) effect on situational value. In addition, only the physical environment was found to have a positive (+) effect on the recommendation intention. Both functional value and situational value were found to have a positive (+) effect on the recommendation intention. In the second-stage regression analysis, it was confirmed that both the physical environment had a positive (+) significant effect on the recommendation intention through functional value and situational value.