확장된 계획행동이론을 이용한 캐주얼 일식 레스토랑의 고유성과 행동의도 연구: 일본제품 불매운동 관여도의 조절효과 중심으로

In 2019, social issues such as the boycott of Japanese products caused by political and legal confrontations between South Korea and Japan have led to a decrease in sales or withdrawal of Japanese companies in South Korea. The boycott of Japanese products is the target of Japanese companies' products, but as the boycott of Japanese products spreads, it appears in a form that indirectly affects the Japanese-style restaurant industry, which is not directly related to Japan. The purpose of this study to apply an extended theory of planned behavior to the casual Japanese restaurant with the moderating effect of the involvement of Japanese product boycott. More specifically, this study proposed the effect of authenticity on attitude. In addition, it was hypothesized that attitude, subjective norm, and perceived behavior control have a positive influence on behavioral intentions. Lastly, the moderating effect of the involvement of the Japanese product boycott was proposed in this process. For this, 279 samples were collected using an online survey in South Korea. The data analysis results indicated that there is a positive relationship between authenticity and attitude. Additionally, attitude, subjective norms, and perceived behavior control help to enhance behavioral intentions. The results of data analysis also showed that the involvement of Japanese product boycott plays a moderating role in the relationship between perceived behavior control and behavioral intentions.