본 연구는 기혼여성의 출산의도에 영향을 미치는 요인이 무엇인지 살펴보기 위해 생태학적 관점을 적용 하여 포괄적인 시각에서 분석을 실시하고자 하였다. 본 연구의 분석을 위해 2011년 제4차 한국아동패널 자료를 활용하였으며, 최종적으로 보육시설에 다니는 자녀를 둔 기혼여성 748명을 추출하여 분석에 사 용하였다. 생태학적 변인이 출산계획에 미치는 영향을 살펴보기 위해 로지스틱 회귀분석을 실시한 결과, 미시체계 변인인 자녀수와 배우자 양육 참여 시간이 유의미한 것으로 나타났다. 그리고 생태학적 변인이 이상자녀수에 미치는 영향을 분석하기 위해 다중회귀분석을 실시한 결과, 미시체계 변인인 자녀수와 자녀관이 유의미한 것으로 나타났다. 이상의 분석결과를 통해 우리나라 기혼여성의 출산의도에는 중범위 체계 변인이나 거시체계 변인보다 미시체계 변인의 영향을 많이 받는 것으로 확인되었다.

중국경제가 매년 7∼8%에 달하는 고속 성장을 이루어내는 과정에서 임금 상승이 가속화되면서 중국 진출 한국기업들의 경영환경은 점점 어려워지고 있다. 특히 유래를 찾기 힘든 초고속 경제성장으로 개인 주의와 물질주의적 성향이 크게 높아진 중국의 젊은 근로자들은 임금을 비롯한 근로조건에 따라 직장을 옮기는 경향이 높아지고 있다. 중국에 투자한 한국기업의 경영에서 중국인 관리자들은 매우 중요한 역할을 맡고 있다. 한국인 최고경 영층과 중국인 근로자들 사이에 존재하는 언어적 장벽이나 문화적 차이를 줄여주는 연결고리 역할을 이 들이 담당하고 있기 때문이다. 따라서 일반적인 중국인 근로자들의 이직보다 이들 중국인 관리자들의 이직은 한국기업의 경영 성과에 더 큰 영향을 줄 것으로 이들의 이직의도를 줄이고 나아가 예방하려는 노력 이 필요하다. 이에 따라 본 연구는 중국진출 한국기업 중국인 관리자들의 이직의도에 영향을 미치는 요인 들과 연령의 조절효과를 살펴보았다. 이론적 배경을 바탕으로 연구모형과 가설을 설정하였으며 중국 산 동성 지역에 소재한 21개 한국기업의 중국인 관리자 205명으로부터 수집된 자료의 분석을 통해 그 타당 도를 검정하였다. 분석결과, 임금수준, 분배공정성, 상사와의 관계, 직무몰입이 높을수록 이직의도는 낮아 지는 것으로 나타났다. 그리고 임금수준, 분배공정성, 직무몰입이 이직의도에 미치는 영향은 연령에 따라 다른 것으로 밝혀졌다. 본 연구는 다음과 같은 이론적 시사점을 가지고 있다. 우선 중국경제의 기록적인 고속 성장으로 임금수 준과 물가상승이 가속화되면서 비교적 높은 교육을 받은 중국인 관리자들의 임금 욕구도 높아진 것을 알 수 있다. 특히, 중국진출 한국기업에서 중국인 관리자들이 보상의 배분에서 한국인 관리자들과 비교해 공정함을 느낄 때 기업에 대한 만족도와 애착을 갖게 될 것이며 이직의도는 낮아질 것이다. 따라서 중국 진출 한국기업은 공정한 임금수준 산출을 위한 체계적인 시스템을 갖추려고 노력해야 할 것이다. 보상과 평가의 공정성 및 투명성을 강화하기 위해 평가기준과 평가결과를 공개하는 것 역시 중국 진출 한국기업 들에게 요구되는 변화라고 할 수 있다. 그리고 이직의도가 상사와의 관계에 따라 달라지는 결과는 중국인 관리자들과 원만하고 유익한 관계 형성을 위한 한국인 경영층의 노력이 매우 중요하다는 것을 시사한다. 상사와 좋은 관계를 통해 중국인 관리자들이 업무에서 발생하는 문제나 조직에서 생기는 갈등을 상사와 함께 해결할 수 있도록 적극적으로 유도해야 한다. 특히 좋은 관계를 바탕으로 한 비공식적인 경로나 수 단들이 긍정적 효과를 발휘할 수 있을 것이다. 아울러, 중국진출 한국기업은 중국인 관리자들의 직무가 보다 충실해질 수 있도록 재구성함으로써 그들이 자신의 직무에 열의를 갖고 임하도록 유도해야 한다. 이런 노력은 직무로부터 느끼는 가치와 자긍심 그리고 몰입을 높여 현재의 직장을 위해 의욕적으로 일하 려는 자세를 강화시킬 수 있을 것이다.

The newly developed green fashion product, Eco-friendly Faux Leather Apparel (E-FLA) helps minimize harmful environmental impact with a low carbon footprint utilizing the progression of Bio-based Polyurethane and Nanocellulose technique. This study investigates green product purchase intentions along with the best available socio-psychological determinants and product criteria of the consumer green product adoption that can assist to launch E-FLA products in both western (England and the US) and eastern (China and South Korea) marketplaces. A total of 1,202 female respondents between the ages of 20 and 50 from England (N=297), the US (N=305), China (N=300), and Korea (N=300) completed the online survey. ANOVA indicated significant difference in consumers’ socio-psychological characteristics (consumption values, ethical consumption beliefs, self-satisfaction of ethical consumption, perceived consumer effectiveness, and environmental knowledge) and product criteria (product attributes of E-FLA) across four countries. Purchase intention and willingness to pay a premium for E-FLA products were shown differently across four countries. Multiple regression analysis results demonstrated differences in consumers’ socio-psychological and product criteria determinants for the purchase intention of E-FLA products across countries. Evidence suggests that differentiated marketing strategies for E-FLA products are required when targeting global consumers. Practical implications and theoretical suggestions to understand consumer sustainable consumption attitudes are proposed.

The purpose of this research is to investigate the relationship that exists between salesperson appearance and consumer behavior in the context of in-home product demonstration parties. Researchers (Kim, Ju, & Johnson, 2009; Klassen, Clayson, & Jasper, 1996) have found that the way in which a salesperson dresses has an impact on consumers’ perceptions of the store’s image. Furthermore, consumers intend to purchase more from salespeople who are dressed formally than those dressed informally (Shao, Baker, and Wagner, 2004). Additionally, Cho (2001) suggested that consumers tend to be more satisfied with salespeople who are dressed in a manner (i.e., formal, informal) that is comparable to the way they would dress. Extrapolating from research based in bricks-and-mortar stores, it seems likely that in-home product demonstrators’ appearance would have a similar impact on both consumers’ perceptions of their companies’ image and purchase intentions. To examine these relationships, 155 U.S. female consumers completed an online survey. Participants were first asked to look at one of four randomly assigned photographs of an in-home product demonstrator who was dressed either formally or informally and respond to items designed to measure their perceptions of the business’ image and their purchase intentions (Klassen, Clayson, & Jasper, 1996). Then participants viewed all four photographs and were asked to indicate which of these outfits looked the most similar to one that they would wear if they were going to host a party at their home and attend a party at someone else’s home. A series of t-tests revealed that consumers perceive the in-home product demonstrator’s business’ image to be more positive and express greater purchase intentions when the salesperson is dressed more formally than when she is dressed less formally. Additionally, when similarity exists between the way in which the in-home product demonstrator is dressed and the way in which consumers would dress to host or attend a party, both impressions of the business and purchase intentions are greater than when dissimilarity exists. The results of this investigation may assist non-store retail salespeople. Information gleaned from this study could help these entrepreneurs achieve their goals by using appearance management techniques. By presenting an appropriate, formal, professional appearance to new customers whose individual style they do not know and/or matching their appearance to that of the host and party attendees, the salespeople could increase sales during in-home product demonstration parties.

This study aimed to identify the effects of health-related menu choice attributes on customer behavioral intentions at wellbeing restaurants and analyze the moderating effects of food involvement and trust, which can influence customer preference and their intentions to visit well-being restaurants. This study designed a survey, and 351 respondents who have eaten at well-being restaurants completed the questionnaire. Exploratory factor analyses were conducted to identify underlying dimensions related to health-related menu choice attributes, food involvement, and customer behavioral intentions toward well-being restaurants. The three factors regarding health-related menu choice attributes and the three factors related to food involvement were identified. In order to test the relationships between health-related menu choice attributes and behavioral intentions as well as to investigate the moderating effects of food involvement and trust, hierarchical regression analyses were conducted. Results indicated that the three factors of health-related menu choice attributes were significantly and positively related to behavioral intentions. Among food involvement factors, dining environment and cooking were significantly related to behavioral intentions toward well-being restaurants. Trust had a significant influence on behavioral intentions. Results showed that food involvement and trust could moderate the effects of health-related menu choice attributes on behavioral intentions toward well-being restaurants.

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

본 연구는 농촌관광마을의 브랜드 자산이 장소애착 및 친환경 행동의도와의 영향 관계를 검증하고자 하였다. 농촌관광마을의 브랜드자산은 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치로 분류되었으며, 장소애착은 장소의존성, 장소정체성, 사회적 유대감으로 구분되었다. 친환경 행동의도는 단일차원으로 도출되었다. 가설검증 결과, 첫째, 농촌관광마을의 브랜드자산인 브랜드인지도, 브랜드이미지, 지각된 품질, 지각된 가치가 장소의존성에 모두 유의한 영향을 미치는 것으로 나타났으며, 둘째, 장소정체성은 친환경 행동의도에 유의한 영향을 미치는 것으로 분석되었으며, 장소의존성 또한 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다. 셋째, 농촌관광마을의 브랜드자산 중 브랜드이미지와 지각된 가치가 친환경 행동의도에 유의한 영향을 미치는 것으로 나타났다.

The present research analyzes the influence of positive and negative emotions towards consumer satisfaction and buying intentions of PDO Rioja wine. Results suggest that only positive emotions have a significant effect, in consumer satisfaction but also in future buying intentions because consumers search (positive) pleasure when taste foods and drinks.

This study used the methods of decision tree analysis, association rule analysis, and Kano’s model to explore the behavior patterns of mainland China tourists staying at the international tourist hotels in Taiwan. To this end, the data of their demographics, travel variables, overall satisfaction with the lodging experience, different service quality perceptions, and loyalty intentions were included. The decision tree analysis showed that a tourist’s overall satisfaction with the lodging experience, satisfaction with the quality of core intangible services, and certain demographic characteristics are three important determinants of tourist loyalty towards the hotels. In terms of the effect of demographics, the customers’ monthly income and length of stay at the hotel are two main determinants in this study. In addition, if the customer perceptions of different parts of hotel service quality are taken into account, among the five hotel service quality domains, core intangible services from the receptionist, housekeeping personnel, and food & beverage personnel are found to be important influences on hotel customer loyalty intention. In other words, high quality intangible services are important for luxury hotels to demonstrate their unique ability to help customers experience the service quality that creates loyalty intentions. With regard to the association rule analysis, the results showed that core intangible service aspects from the receptionist, housekeeping personnel, and food & beverage personnel are strongly associated with customer loyalty intentions, as are the tangible aspects of the reception and hotel room facilities. The former indicated that reception in the hotel lobby could be considered one of the most important servicescapes because of its impact in forming many of the first impressions of hotel guests, while the latter is treated as core offerings in hotels that would be encountered by most hotel customers. If the tourists are mainly from package tours, the intangible services and tangible facilities of these areas are the important areas to create customer satisfaction. However, if the tourists are mainly independent tourists because they have more time and free choice to stay at the hotel longer than the package tour tourists, the intangible services and tangible facilities of the entertainment or business centers would be even more important to these tourists than to the package tour tourists. With regard to Kano’s model analysis, the results showed that, based on mainland China tourists’ perceptions, most of the service elements fit into the category of one-dimensional quality attributes. This means that these service elements are positively and linearly related to customer satisfaction, and the greater fulfillment of the attribute results in a greater degree of satisfaction. This also means that hotels should make more effort to innovate their intangible services and tangible facilities to create business advantages in the market.

This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers' repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers' repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.

The current study investigated the relative effects of viewing motivations on viewing preferences and viewing intentions of television food programs. Data collection was conducted by administering a survey to television food program viewers both on and offline. Viewing motivations were categorized as ‘information’ ‘entertainment’, ‘pass-time’, ‘companionship’, ‘relaxation’, and ‘social interaction’. ‘Information’ and ‘entertainment’ proved to be the most important motivational factors affecting viewing preferences for television food programs. ‘Information’ and ‘social interactions’ were the strongest predictors of viewing intentions of television food programs. However, ‘pass-time’ had a negative influence on both viewing preferences and viewing intentions of television food programs. Furthermore, the results of study verified the moderating effects of food involvement in these relations.

본 연구는 영화 마케팅에 있어서 영화포스터 타이틀 로고의 서체적합도와 수용자들의 영화 친숙도, 그리고 영화포스터에 대한 태도 및 영화에 대한 태도, 마지막으로 영화 관람의도의 다섯 가지 잠재요인이 서로 어떠한 영향관계에 있는지 분석하였다. 연구1과 연구2로 구분되어 있는 본 연구는 먼저 연구1로 실험 연구를 진행하였고 다음으로 본 논문에서 제시한 구조모형의 적합성과 각 요인 간 관계를 검증하는 연구2를 진행하였다. 연구1의 결과, 실험 집단 간 차이는 발견하지 못하였다. 하지만 연구2의 구조모형의 경우 영화포스터 타이틀 로고의 서체적합도는 영화포스터에 대한 태도와 영화 관람의도에 긍정적인 영향을 미치는 것으로 나타났으며, 영화 친숙도의 경우 영화포스터에 대한 태도에 부정적인 영향을 미치는 것으로 나타났다. 영화포스터에 대한 태도와 영화 자체에 대한 태도, 영화 관람의도 사이에도 서로 긍정적인 영향력을 가지는 것으로 밝혀졌다. 이러한 결과는 다섯 가지 요인을 이용한 구조모형의 유의미함을 통해 향후 영화 마케팅에서 각각의 요인의 전략적 활용에 대한 시사점을 제공하고 있다.

본 연구는 강한 판매촉진，제조사 신뢰성，지각된 품질이 브랜드신뢰성 대한 영향 관계를 검증하고 브랜드 충성도와 재구매의도에 매개 효과를 알아보고자 한다. 이는 기업 장기적 생존과 성장의 중요한 역할을 히는 브랜드신뢰성에 대하여 연구하고자 한다. 본 연구에서는 231 명의 대상으로 하여 설문을 수집 및 분석하였다. 분석방법은 Smart PLS 2.0을 이용하여 판별 타당성，신뢰도와 모형의 적합도，경로 분석을 실시하였다. 이를 통하여 연구 가설의 유의성을 검증하였다. 본 연구의 결과는 브랜드 신뢰는 제조사 신뢰성，지각된 품질에 영홍上을 받으며 충성도와 재구매에 영향을 미치고 매개하는 것으로 나타났다. 이는 브랜드 신뢰성의 영힘t을 미치는 요인과 충성도，재구매와의 상호관계를 알아본 것이 의미있다 하겠다.

The purpose of this study was to determine the relationships among food quality, food awareness, customer satisfaction, and revisit intentions of Korean restaurants in Chinese University or College students in the Daegu and Gyeongbuk areas. A questionnaire developed from a literature review included a series of questions about the quality of Korean food, Korean food awareness, customer satisfaction, and revisit intentions. Analysis of the survey data was performed on 234 valid responses. Statistical analyses, including frequencies, factor analysis, reliability analysis and regression, were performed using the SPSS program. The results indicated that food quality perceived by Chinese students had a significant impact on customer satisfaction. On the contrary, food quality according to Korean food awareness by Chinese students did not have a significant impact on customer satisfaction. Further, customer satisfaction had a significant influence on revisit intentions, whereas customer satisfaction according to Korean food awareness did not have a significant effect. In conclusion, food quality is a significant factor in determining the success of the foodservice industry.

전통장례방법의 문제 해소를 위한 대안으로 제시된 수목장의 국내 정착화를 위한 정부와 관계기관의 노력에도 불구하고 시민들의 수목장 선택 비율은 여전히 매우 낮은 실정이다. 시민들의 보다 적극적인 수목장 참여를 유도하기 위해서는 그들의 수목장에 대한 인식과 태도에 대한 이해가 필요하다. 본 연구는 수목장에 대한 지식, 수목장 선택 행동결과에 대한 신념, 수목장 선택행동에 대한 태도 및 수목장 선택의도와 더불어 이들 변수와 인구사회학적 특성과의 관계를 조사하기 위해 시행되었다. 2011-5월 중 광주시민을 대상으로 한 설문조사를 통해 데이터를 수집하였으며 총 320명의 답변이 본 연구의 분석을 위해 이용되었다. 분석결과, 응답자의 65.3%가 수목장에 대해 알고 있는 것으로 나타났으며 이 중 47.6%가 TV/Radio를 통해 정보를 입수하는 것으로 조사되었다. 연령, 교육수준, 결혼여부, 장남여부는 수목장에 대한 지식수준과 관련이 있었다. 연령과 교육수준이 높을수록 그리고 기혼자와 비장남이 수목장에 대한 지식수준이 높은 것으로 나타났다. 연령과 교육수준이 높을수록, 그리고 기혼자가 수목장 선택행동에 대한 보다 긍정적 태도를 가지고 있었으며 관습 탈피적 경향이 강한 것으로 분석되었다. 연령과 교육수준이 높을수록, 그리고 비장남이 수목장 선택의도가 높게 조사되었다. 수목장에 대한 지식수준은 수목장 선택행동에 대한 태도 및 선택의도와 긍정적 관계가 있었다. 결과에 대한 토의와 더불어 수목장 선택행동 촉진을 위한 몇 가지 대안을 제시하였다.

본 연구는 레스토랑의 실내 색채와 배경 음악 및 레스토랑 분위기의 일치성이 고객의 감정적 반응 및 행동의도에 미치는 영향을 알아보고자 하였다. 서울 및 경인 지역 20~30대 400명을 대상으로 웹 서베이를 실시하였다. 색채와 음악의 앙상블 효과를 확인하기 위해 3D studio MAX를 활용하여 high-stimulus(exciting) 자극물과 low-stimulus(calm) 자극물을 제작하여 3D 가상현실 레스토랑 시뮬레이션 자극물로 활용하였다. 통계 분석은 SPSS/WIN 18.0을 사용하였고, 신뢰도 분석, 요인 분석, 회귀 분석 등을 실시하였다. 요인 분석 결과 감정적 반응은 긍정적 감정, 부정적 감정의 2개 요인으로 분석되었다. 만족도와 충성도는 1개 요인으로 분석되었다. 크론바하 알파값이 조사 도구의 신뢰도 분석을 위해 사용되었으며, 0.7 이상을 나타내어 적합하게 나타났다. 색채와 음악이 레스토랑 분위기와 어울리는 정도는 긍정적, 부정적 감정에 유의한 영향을 미쳤다. 긍정적 감정과 부정적 감정은 만족도에 유의한 영향을 보였으며, 만족도는 충성도에 유의한 영향을 나타내었다. 배경음악의 어울림이 실내 색채의 어울림보다 긍정적 감정에 더 큰 영향을 미쳤으며, 실내 색채의 어울림이 배경음악의 어울림보다 부정적 감정에 더 큰 영향을 미치는 것으로 나타났다. 본 연구 결과는 레스토랑 분위기와 색채, 음악의 조화에 대한 연구의 기초 자료로 활용될 수 있을 것으로 기대된다.

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

The purpose of this study was to investigate Chinese customers' perceptions of Korean foods and their satisfaction toward Korean cuisine restaurants. The subjects of this study were 202 Chinese individuals who visited Korean cuisine restaurants in Shanghai, China. The subjects viewed Korean foods as favorite foods and perceived them as fresh and seasonal, and mostly composed of cereals and vegetables however they did not view Korean cuisine as good for health. As compared to customers visiting a Korean restaurant for the first time, those who had visited Korean restaurants previously agreed more strongly with the following items: 'Korean food has a beautiful color', 'Korean food is familiar', 'Korean food smells good', 'Korean food is healthy', 'Korean food is nutritious', and 'Korean food is salty and spicy'. In addition, as compared to occasional visitors, frequent visitors of Korean cuisine restaurants more strongly agreed with the followings: 'Korean food has a beautiful color', 'Korean food is expensive', 'Korean food is healthy', 'Korean food is nutritious', 'Korean food is salty and spicy', and 'Korean food includes many fermented foods'. The subjects considered 'appearance of menu', 'variety of menu', 'nutrition of menu', and 'Chinese characters for menu and ingredients' as the most important attributes when choosing Korean cuisine restaurants. The frequent customers of Korean cuisine restaurants considered 'kind service', 'employee knowledge of Korean foods', 'operation hours of restaurant', and 'cleanliness of restaurant' as the most important restaurant attributes. In addition, the frequent customers of Korean cuisine restaurants were more satisfied than the occasional customers with the followings: 'nutritional quality of menu', 'quick service', 'cleanliness of restaurant', 'appearance and signboard of restaurant', and 'image of restaurant'. The implications of the data are discussed.