외식 구매의사결정 후 인지부조화 발생요인 및 인지부조화가 행동의도에 미치는 영향

초록

Cognitive dissonance (CD) is an important psychological factor that would initiate customers' behavioral intentions. Nevertheless, CD has not been studied sufficiently compared to other issues such as satisfaction. This study examined the structural relationship of the difficulties of decision-making, the comparison with the substitutes , the level of CD and customers' behavioral intentions, in order to figure out what factors would influence the degree of CD and how CD would affect customer’s behavioral intentions. To test the hypothesized model, data was collected from customers who visited a Italian chain restaurant. 336 samples were gathered from 12 stores from May 18 to May 25 2011. A structural equation model was used to exam the model and the result showed that the difficulties of decision-making had a positive influence on CD while the comparison with substitutes did not show a significant effect on CD. And CD had a negative influence on behavioral intentions.

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