음식거리 레스토랑의 스토리텔링과 명성이 지각된 가치와 재방문의도에 미치는 영향

초록

The aim of this study were 1) to analyze the effect of storytelling to perceived value and revisit intention, 2) the effect of reputation to perceived value and revisit intention, 3) the effect of perceived value to revisit intention, 4) the moderating effect of crowding between perceived value and revisit intention. The author organized conceptual model and it was empirically tested via structural equation modeling analyses using data collected from 301 customers who have experienced a table service restaurant in food specialized streets within a year. This study supports that 1) storytelling of interesting factor significantly influences perceived value, 2)product & service significantly influences perceived value, 3) perceived value has a positive impact on revisit intention, 4) the crowding factor has been proved to be a moderator effect between perceived value and revisit intention.

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