외식고객의 성향적 조절초점, 메시지틀 및 관여도가 레스토랑 방문의도에 미치는 영향

초록

This study amis to examine the effect of regulatory fit between chronic regulatory focus of restaurant customers and message framing of restaurant advertisement and the effect of situational involvement. 2(chronic regulatory focus: promotion/ prevention) * 2(message framing: promotion/prevention) * 2(situational involvement: high/ low) between-subject design is used. Regulatory focus is measured by the scale based on previous studies, and message framing and involvement are manipulated in the content of scenario. The result from ANOVA shows the significant effect of regulatory fit between regulatory focus and message framing, meaning that promotion focused person showed higher visit intention with promotion message while prevent focused person showed higher visit intention with prevention message. Also, it is confirmed that involvement has a moderating effect as the effect of regulatory fit appears only in the high involvement situation.

키워드