A Study on the Effect of Consumption Value of Hygienic Rating-Certified Restaurants on Trust and Behavioral Intention

Jung-Eun Lee, W. Hong
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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.
卫生评级餐厅消费价值对信任和行为意愿的影响研究
本研究旨在识别卫生评级系统认证餐厅的消费价值,分析这种消费价值对信任和行为意愿的影响,并制定营销策略以促进餐馆的卫生评级。根据之前的研究,我们提出了三个假设,并针对有过在卫生等级认证的餐馆用餐经历的居民进行了调查。研究发现,在功能价值、社会价值、情感价值、情境价值和反思价值这5个子因素中,有2个子因素对信任和行为意向有显著的正向影响。根据研究结果,我们建议实施会员计划、利用食品技术和社会化媒体营销作为实用策略,通过消费价值来增强信任和行为意愿。
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