農家맛집의 知覺된 價値가 忠誠度에 미치는 影響

T he Effect of Perceived value of Farm R estaurant on Loyalty:Focused on the m oderating effect of food involvement

The purpose of this study is to analyze the influence of perceived value and food involvem ent on the Farm restaurant visitor’s loyalty. B ased on literature review ,conceptual m odel w as developed and 2 hypotheses w ere form ulated to test the m odel. H1 explain how perceived value affect the loyalty, and H 2 explain the roles of food involvem ent as a m oderating variable associated H1. The proposed hypotheses w ere verified through m ultiple regression analysis and hierarchical regression analysis using data collected from 263 Farm restaurant visitors. A n exploratory factor analysis w as conducted to delineate the underlying dim ensions of perceived value and food involvem ent. The three dim ensions of perceived value w ere identified: indigenous value, functional value, service value. The tw o dim ensions of food involvem ent w ere identified: housekeeping food involvem ent, non- housekeeping food involvem ent. The results show ed effects of perceived value on the loyalty w as significant, and the m oderating effect of the housekeeping food involvem ent w as partially significant. The im plications and lim itations of this study w ere discussed and future research suggetions w ere m ade.