체인레스토랑 고객들의 신메뉴 수용의도 극대화 전략: 성별, 광고효과, 판촉효과의 조절효과와 함께

The aim of this study was to 1) identify values developing consumer wellbeing, 2) examine the relationshipsamong consumer wellbeing, perceived risk of new menu and new menu adopting intention, and 3) investigate themoderating roles of gender, advertising, and promotion in chain restaurant industry. The proposed model was empirically tested utilizing data collected from 433 patrons in chain restaurants. The result shows that both utilitarian value and hedonic value have positive impacts on customers' well-beingperception. It was also revealed that well-being perception is the powerful factor enhancing a consumer's new menuadopting intention as well as diminishing the perceive risk of new menu. More importantly, gender played a moderating role in the relationship between utilitarian value and well-beingperception. The advertising with empathy significantly moderated the linkage between well-being perception and newmenu adopting intention, and monetary promotion played a significant moderating role in the relationship betweenthe perceived risk of new menu and new menu adopting intention. Based on the findings, theoretical and managerial implications were discussed.