미쉐린 스타 레스토랑에 대한 정보원천이 소비(실용적, 쾌락적)가치 및 방문의도에 미치는 영향 - 성별의 조절효과 -
The Effect of Information Sources on Michelin Star Restaurants on Consumption (Utility, Hedonic) Value and Intention to Visit - Moderating Effect of Gender -
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This study analyzed the effects of consumers' information sources (commercial information, general information, and personal information) on consumption (hedonic and utilitarian) values and behavioral intentions from a gender perspective. Data were collected from 3,200 people aged 20 or older, and 302 responses were analyzed using SmartPLS 4.0. This study explained the effects of information sources based on social influence theory and S-O-R (stimulus-organism-response) theory. General information directly affected visit intentions, while commercial information and personal information indirectly affected visit intentions through utilitarian and hedonic values, respectively. Gender played a moderating role in the relationship between information sources, consumer values, and visit intentions. These results expand the theoretical scope and emphasize the role of utilitarian and hedonic values. Furthermore, this study analyzes the effects of information sources on consumption (hedonic and utilitarian) values and visit intentions using social influence theory and S-O-R theory. It also expands the theoretical scope and provides practical implications for restaurant marketing.
Abstract
This study analyzed the effects of consumers' information sources (commercial information, general information, and personal information) on consumption (hedonic and utilitarian) values and behavioral intentions from a gender perspective. Data were collected from 3,200 people aged 20 or older, and 302 responses were analyzed using SmartPLS 4.0. This study explained the effects of information sources based on social influence theory and S-O-R (stimulus-organism-response) theory. General information directly affected visit intentions, while commercial information and personal information indirectly affected visit intentions through utilitarian and hedonic values, respectively. Gender played a moderating role in the relationship between information sources, consumer values, and visit intentions. These results expand the theoretical scope and emphasize the role of utilitarian and hedonic values. Furthermore, this study analyzes the effects of information sources on consumption (hedonic and utilitarian) values and visit intentions using social influence theory and S-O-R theory. It also expands the theoretical scope and provides practical implications for restaurant marketing.