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

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.