식용 곤충 레스토랑의 지각된 위험이 이용 의도에 미치는 영향 연구: 인구통계학적 특성에 따른 차이 분석을 중심으로

Since edible insects are not only environmentally friendly, future-oriented resources, but also provide nutritional benefits, the edible insect industry was attracting attention worldwide. However, consumers are still reluctant to eat edible insects. Therefore, this study tried to examine perceived risk factors in the context of edible insect restaurants. More specifically, this study investigated the differences among seven sub-dimensions of perceived risk (i.e. quality risk, psychological risk, health risk, financial risk, environmental risk, time-loss risk, and social risk) based on the respondents’ demographic factors. In addition, this study examined how seven sub-dimensions of perceived risk affect intentions to use. The research was tested based on 450 samples, and data analysis results indicated that differences in seven dimensions of perceived risk were found in demographic factors, such as gender, age, education level, and monthly income. In addition, the results showed that three dimensions of perceived risk (i.e. psychological risk, financial risk, and social risk) significantly affect intentions to use. The results of this study provide theoretical implications and managerial implications for the strategy of market commercialization of edible insect restaurants.