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레스토랑에서 소비자가 지각하는 가격인지차원의 타당성 검증 KCI 등재

An Examination of the Multiple Dimensions of Price Perception Among Restaurant Customers

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  • URLhttps://db.koreascholar.com/Article/Detail/315910
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韓國食生活文化學會誌 (한국식생활문화학회지)
한국식생활문화학회 (The Korean Society Of Food Culture)
초록

This study focuses on testing the validity of dimensions of restaurants’ menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers’ perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers’ perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.

저자
  • 김영갑(한양사이버대학교 호텔관광경영학과) | Young Gab Kim
  • 홍종숙((주)마리콘스그룹) | Jong Sook Hong Corresponding author
  • 김문호(재능대학교 호텔외식조리학과) | Mun Ho Kim