외식소비자의 푸드스타일링 인식 속성이 긍정적인 추천・재구매의도에 미치는 영향

The purpose of this study was to investigate the detailed attributes of food styling recognition and to examine the influence of consumers’ emotional response on behavioral intentions by understanding the importance of each food styling recognition elements perceived by consumers. Based on this, we intended to make a contribution to the strategic marketing which can lead to customers’ recommendation and revisit for increasing sales in the restaurant business. The results of this study can be summarized as follows. Since food styling awareness affects customer emotions, cooks need to have knowledge of design sense for dish and display, table and service manners, and color as well. In general, food styling is easy to think of styling of food only. However, in food styling there is a harmony of form and color for dish and food, presence of color and curves of cutlery, color of sauce, as well as presence or absence of garnish. Therefore, this truly shows that it is connected to a wider area than we think. Food styling awareness shows that customers have positive emotions when consuming food. Customers who have experienced positive consumption tend to repurchase even if recommendation and food prices are raised. Therefore, emotion should be managed first for successful customer management. The visual design element of food influences the maximization of the synergy of food texture. In order to take advantage of the competition, the operators of food businesses should actively understand food styling awareness. Furthermore, in order to maintain the successful and continuous management, marketing strategies should be established.