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KMID : 1011620130290050533
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Korean Journal of Food and Cookey Science
2013 Volume.29 No. 5 p.533 ~ p.541
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The Influence of Tangible Clues of Raw-fish Restaurants on Consumers' Emotional Responses & Repurchasing Behavior in East-northern Area of Kangwon-Province
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윤태환:Yoon Tae-Hwan
저자없음:No authors listed
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Abstract
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The purpose of this article was to study the influence of tangible clues of raw-fish restaurants on consumers' emotional responses and repurchasing behavior in eastern area of Kangwon-province. In this study frequency analysis, reliability analysis, factor analysis and path analysis(SEM) were applied to analyze the data. Through path analysis tangible clues' performances had generally significant influences upon consumers' emotional responses to buy products of raw-fish restaurants. According to the results, exterior facility had positive influence on pleasure(p<0.001) and arousal(p<0.01). Interior facility had positive influence on pleasure(p<0.001) and arousal(p<0.001), but negative on dominance(p<0.01). And the others had positive influence on pleasure(p<0.05). Press copy had positive influence on pleasure(p<0.001) and arousal(p<0.001). And Pleasure and arousal had positive influence on repurchasing behavior(p<0.001). But Dominance didn't have significant influence on repurchasing behavior. As a result, we studied that the tangible clues was an effective marketing tactic to maintain and increase consumers' positive emotional reponses to repurchase at restaurants. Therefore it is finally needed that dining-out corporations manage tangible clues in a customer-maintaining without additional costs, and especially to use mixing tangible clues each other in some suitable condition.
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KEYWORD
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tangible clues, emotional responses, repurchasing behavior
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