중국 레스토랑의 로하스 이미지, 지각된 품질, 지각된 가치 및 태도 간의 관계: 성별 조절효과

The purpose of this study was to explore the relations LOHAS image, customers’ perceived quality, perceived value and attitude. This study was also to investigate the moderating role of gender. For conducting empirical tests assessing the hypotheses, this study used sampling and selected certain Chinese customers who had visited restaurants in China. The study used data collected from 450 restaurant customers. These data were processed using SPSS 22.0 and AMOS 22.0. The results of this study are summarized as follows. First, image of LOHAS exhibited a positive impact on perceived quality. Furthermore, the restaurant image of eco-friendly was the strongest predictors for perceived quality. Second, the factor of perceived quality had the positive effects on perceived value. Third, the factor of perceived quality had the positive effects on the attitude. Fourth, the factor of perceived value had the positive effects on the attitude. Finally, the gender had moderating role in the perceived quality and perceived value. On the basis of the findings, academic and practical implications were discussed. Results are expected to be valuable as a basic data for establishing various restaurant marketing strategies for improving management results with consideration of LOHAS image, perceived quality and perceived value in China.