스시 오마카세 레스토랑의 선택속성이 지각된 가치 및 추천 의도에 미치는 구조적 관계 - MZ세대와 X세대의 조절 효과 중심으로 -

Abstract

This study analyzed the impact of selection attributes of sushi omakase restaurants on perceived value and recommendation intention, and examined the moderating effects between the MZ and X generations. The results indicate that the MZ generation prioritizes food quality and convenience while tending to perceive the physical environment negatively, whereas the influence of selection attributes on perceived value is relatively weaker for the X generation. Furthermore, perceived value was identified as a significant factor influencing recommendation intention. From a theoretical perspective, this study distinguishes itself from previous research by empirically analyzing generational differences in dining consumption behavior and verifying the importance of convenience as an independent variable. From a practical standpoint, marketing strategies targeting the MZ generation should emphasize food quality and convenience, whereas for the X generation, membership programs and personalized services should be reinforced. Additionally, careful consideration is required when improving the physical environment, and differentiated brand positioning strategies should be developed for each generation.