혼잡지각이 방문의사에 미치는 영향

A Study on the Impacts of Crowding Perception on the Intention to Visit: Focusing on the Case of Queue for the Restaurant

According to the previous studies about crowding perception, it often causes negative responses and decrease intention to visit the place. However, restaurant visitors often prefer crowded one to deserted one. This study thus aims to examine the impact of the crowding perception on the intention to visit comparing the mediating effects of negative response and social evidence. As a result, it was found that crowding perception make people have negative response and use it as a social proof. Also, it was found that the social evidence has a positive impact on the intention to visit. In contrast, negative response does not influence on the intention to visit. In conclusion, crowding perception in restaurant lead people to have negative response but it does not decrease their intention to visit. However, the social evidence from crowding perception increases the intention to visit.