외식브랜드의 확장속성이 구매의도에 미치는 영향

The Effects of Brand Extension Attribute on Purchase Intention in Foodservice Companies: Moderation Effect of Customer Innovativeness

The purpose of this study to find out factors affecting the extended attributes for a college student group using multiple regression analysis when a restaurant brand generates horizontally and vertically extension brands and the effect it has on the level of consumers’ awareness and purchase intention regarding extension brand to discover the moderating effect of the consumers’ innovativeness on the correlation. The moderating effect of customer innovativeness on the influence that extension brand attributes have on purchase intention was verified. In the case of non-similar extension, customer innovation turned out to have a negative effect on the influence that the extension brand image has on purchase intention. When it is recognized as a new brand, the extension brand would have the effect of wanting to use a new brand. As for perceived quality, it turned out that it has a positive effect. Hence, when the positive image of the parent brand is linked to perceived quality, it can be interpreted that the intention to visit is enhanced.