외식가치, 주관적 웰빙, 행동의도의 관계에 관한 연구

The role of subjective well-being with leisure and hospitality services has become crucial in successful management. Subjective well-being can be examined at the national and individual levels. In this study, subjective well-being was examined at the individual level. The purpose of this study is to 1)examine the effects of eating-out value(functional, social, and monetary) on subjective well-being, 2)investigate the effects of eating-out value on behavioral intention, and 3)assess the effect of subjective well-being on behavioral intention in restaurants. In October 2016, a total of 501 samples who had visited a table service restaurant within the last three months participated in this study. The results of this study are as follows. First, factor analysis identified three eating-out values in restaurants: functional, social, and monetary value. Second, regression analysis showed that three types of eating-out values had significantly affected consumers’ subjective well-being. Among three types of eating-out values, social value is the most influential factor affecting consumers’ subjective well-being. Third, eating-out values had a significantly positive effect on behavioral intention. Among the three types of eating-out values, monetary value is the most influential factor affecting consumers’ behavior intention. Fourth, consumers’ subjective well-being had a significantly positive effect on behavioral intention. Based on these results, theoretical and practical implications for effective marketing for restaurant practitioners were suggested.