호텔 레스토랑 고객의 플라시보 소비가 행동의도에 미치는 영향관계 분석

A Study on the Effects of Placebo Consumption on Behavioral Intention of Hotel Restaurant Customers: Focusing on the mediating effect of customer trust

This study reviews the literature and empirical studies related to placebo consumption, and the effectiveness of customer trust that can affect placebo consumption and behavioral intention in relation to customer satisfaction, which is a very important performance indicator for business activation strategies of hotel restaurants. By verifying the results, we would like to present the implications of the results. Therefore, the theoretical implications of this study are presented as follows. It is considered to have academic significance in that the study was conducted on customers using a hotel restaurant by applying placebo consumption. First, it was found that hotel restaurant customers' placebo consumption had a significant effect on customer trust. These results are deemed necessary to be used as a marketing tool to promote sales of hotel food and beverage products. Second, placebo consumption of hotel restaurant customers was found to have a significant positive(+) effect on behavioral intention. Third, since customer trust has a direct effect on behavioral intention, it was found that the more trustworthy, the higher the purchase intention and repurchase and recommendation continued while maintaining a continuous transaction relationship. Lastly, through the results of a study to verify the validity of placebo consumption that can affect customer trust and behavioral intention, which are very important performance indicators for the development of hotel customers, new marketing strategies are needed to revitalize hotel business.