에스닉 레스토랑 선택속성이 만족도에 미치는 영향:음식 신공포증의 조절역할을 중심으로

This study aims to apply food neophobia, which is defined as the extent to which consumers are reluctant to trynovel foods to ethnic restaurant. Thus, this study aims to identify the moderating role of food neophobia in therelationship between ethnic restaurant selection attributes and satisfaction; and to examine the structural relationshipamong ethnic restaurant selection attributes, satisfaction, and behavioral intentions. Based on the literature review,ethnic restaurant selection attributes included four dimensions, such as ethnic food attribute, service quality,atmosphere of the restaurant, and food for good health. Also, customers' satisfaction and behavioral intentions wereconsidered as additional variables, and FNS(food neophobia scale) was employed to test the moderating role of foodneophobia. The proposed model was tested using the data collected from 312 participants, and a self-completionquestionnaire was used to measure constructs. Validity and reliability were ensured, and the results showed that thehypothesized model was obtained with a good model fit. Although the relationship between the atmosphere of therestaurant and customer satisfaction was found not significant, other factors had strong impacts on customersatisfaction, which in turn had a significant effect on behavioral intentions. Also, food neophobia moderated therelationship between ethnic restaurant selection attributes (ethnic food attribute and food for good health) andsatisfaction. Limitations and future research directions were also discussed.