중식프랜차이즈 레스토랑의 물리적환경, 경험가치, 감정반응 및 행동의도의 구조적관계

Abstract

This study constructed menu quality, restaurant environment, convenience and service quality as a concept of physical environment of Chinese food franchise restaurant. The relationship between empirical value and emotional response and behavioral intention was analyzed by mediation factor. Based on the results of the analysis, we proposed efficient management of Chinese restaurant franchise restaurant. From march 1 to march 30, 2018, the data was collected. Total 400 copies of questionnaires were distributed, 356 copies of them were collected, and 340 copies excluding 16 which were faithlessly responded were used to analyze as effective samples. The results of hypothesis verification are as follows. First, menu quality, restaurant environment, convenience were found to have significant influence on experience value. However, service quality did not significantly affect the value of experience. Second, menu quality, convenience, and service quality have a significant effect on emotional response. However, the restaurant environment did not affect the emotional response significantly. Third, menu quality, convenience, and service quality have a significant effect on behavioral intention, but restaurant environment does not have significant effect on behavioral intention. Finally, the emotional response has a significant effect on the behavioral intention. However, experiential value did not significantly affect the behavioral intention. Therefore, based on analysis results, it suggested useful implication to Chinese restaurant franchise restaurant.