가격인지차원이 외식가치와 만족에 미치는 영향: 패밀리 레스토랑을 중심으로

This research has its purpose on proving the influence of concluding the dimensions of price perceived by the customer while eating out and multidimensional price on eating out value. Also, it proves the affect of eating out value to the eating out satisfaction. This study's sample is aimed to the customers in the capital region who have the experience of using family restaurants. The following article is the conclusion of the research enforcing exploratory factor analysis, reliability analysis, and multiple regression analysis. First of all, it showed up that sale proneness, price mavenism, low price proneness, value conscious, price-quality, and price-pride was the result of the factor analysis about the dimensions of price. Second, the eating out value customers regard when eating out was utilitarian value and hedonic value. Third, when we found the influence of dimensions of price to the utilitarian value, it resulted as price- quality association and price mavenism affecting positively, and sale proneness affecting negatively. Price-quality was the only positive influence statistically when facing the influence of the dimensions of price on hedonic value. Fourth, utilitarian value and hedonic value both influenced eating out satisfaction in the side of eating out value. However, hedonic value had bigger affect on the eating out satisfaction.