KMID : 0665220090220040687
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Korean Journal of Food and Nutrition 2009 Volume.22 No. 4 p.687 ~ p.695
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Hierarchical Value Map of the Korean Restaurant Experience of Foreigners - An Application of the Laddering Technique -
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Yang Il-Sun
Cha Sung-Mi Shin Seo-Young Baek Seung-Hee Lee Hae-Young
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Abstract
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The present study attempted to offer more insights into the foreign consumers¡¯ consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as ¡¯new experience¡¯, ¡¯interest in Korea¡¯, ¡¯recommendation¡¯, ¡¯good food¡¯, ¡¯easy to access¡¯, ¡¯service¡¯, ¡¯dining environment¡¯, and ¡¯price¡¯ as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were ¡¯experience new culture¡¯, ¡¯be exposed to new experience¡¯, and ¡¯learn more about Korea¡¯ which were related to ¡¯happiness¡¯, ¡¯pleasure¡¯, ¡¯good relationship¡¯, ¡¯desire fulfillment¡¯, and ¡¯self-satisfaction¡¯ as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.
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KEYWORD
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Korean restaurants, means-end chain, laddering, attributes, consequences, values
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