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KMID : 0665420150300030333
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Korean Journal of Food Culture
2015 Volume.30 No. 3 p.333 ~ p.344
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The Effects of Health-related Menu Choice Attributes on Customer Behavioral Intentions at Well-being Restaurants - The Moderating Roles of Food Involvement and Trust -
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Kim Sun-Joo
Cho Mee-Hee
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Abstract
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This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer
preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify
underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral
intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three
factors related to food involvement were identified. In order to test the relationships between health-related menu choice
attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust,
hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice
attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining
environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a
significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of
health-related menu choice attributes on behavioral intentions toward well-being restaurants.
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KEYWORD
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health-related menu choice attributes, customer behavioral intention, well-being restaurant, food involvement, trust
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