레스토랑 소비자 가치에 있어서 소비자 의사결정의 역할: 미국 레스토랑 소비자를 대상으로

This study investigated the relationship between consumption value in the restaurant industry and consumer decision making styles. 405 data collected from across in the U.S were analyzed by employing hierarchical regression analysis. The result of the analysis revealed that some of decision making styles had positive impacts on hedonic and utilitarian consumption value in the restaurant industry. For example, careful/deliberate, recreational/hedonic, and brand conscious decision making styles significantly affected hedonic value. Utilitarian value was influenced by only careful/deliberate decision making style in positive way. Implications and directions of the future research were discussed further.