{"title":"A Study on the Effect of Consumption Value of Hygienic Rating-Certified Restaurants on Trust and Behavioral Intention","authors":"Jung-Eun Lee, W. Hong","doi":"10.47584/jfm.2023.26.3.191","DOIUrl":null,"url":null,"abstract":"This study aimed to identify the consumption value associated with restaurants that are certified by a hygiene rating system, analyze the impact of this consumption value on trust and behavioral intention, and develop a marketing strategy to promote hygiene ratings for restaurants. Drawing from prior research, three hypotheses were formulated and a survey was carried out targeting residents who have experience dining at restaurants with hygiene grade certifications. The study found that two out of the five sub-factors (functional value, social value, emotional value, situational value, and reflexive value) have a statistically significant positive effect on trust and behavioral intention. Based on the results, we recommend the implementation of a membership program, the utilization of food technology, and social media marketing as practical strategies through which consumption value can enhance trust and behavioral intention.","PeriodicalId":378363,"journal":{"name":"Foodservice Management Society of Korea","volume":"28 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Foodservice Management Society of Korea","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.47584/jfm.2023.26.3.191","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 1
Abstract
This study aimed to identify the consumption value associated with restaurants that are certified by a hygiene rating system, analyze the impact of this consumption value on trust and behavioral intention, and develop a marketing strategy to promote hygiene ratings for restaurants. Drawing from prior research, three hypotheses were formulated and a survey was carried out targeting residents who have experience dining at restaurants with hygiene grade certifications. The study found that two out of the five sub-factors (functional value, social value, emotional value, situational value, and reflexive value) have a statistically significant positive effect on trust and behavioral intention. Based on the results, we recommend the implementation of a membership program, the utilization of food technology, and social media marketing as practical strategies through which consumption value can enhance trust and behavioral intention.