미슐랭 스타 레스토랑에 대한 정보원천이 소비자의 가치 및 방문의도에 미치는 영향

Purpose: This study categorizes consumers' information sources as commercial, public, and personal and uses a theory of consumption values and cue utilization theory to explain third-party authentication information and examines the direct and indirect effects of commercial, public, and personal information sources and hedonic and utilitarian values on behavioral intentions.. Research design, data, and methodology: Data was collected from 316 individuals aged 20 years and older. After excluding 14 non-respondents, a total of 302 responses were analyzed using the SmartPLS 4.0 program. Result: Public information directly influenced visit intention, while commercial and personal information did not directly influence visit intention. However, commercial information had a positive effect on visit intention through the mediation of hedonic value, and personal information had a positive effect on visit intention through the mediation of hedonic and utilitarian value. Conclusions: This study utilized a theory of consumption values and cue utilization theory to explain third-party authentication and tested the hypothesized relationship between the effects of third-party authentication information sources on consumption values such as hedonic and utilitarian values and behavioral intention. This study extends the theoretical scope of third-party credentials and consumption values and provides practical implications for marketers of third-party credentialed restaurants.