사찰음식의 매력속성이 소비자태도와 장기지향성, 구전의도에 미치는 영향

Abstract

This study presented the structural relationship between the attractive attributes, consumer attitude, long-term orientation, and word-of-mouth intention of temple food and presented analysis results and implications. The statistics of the collected data were analyzed using SPSS25.0 and Amos22.0 statistical packages. As a result of the verification, intimacy, and external attractiveness among the attractive attributes of temple food formed a significant positive (+) relationship with attitude. Similarity formed an insignificant influence relationship on attitude. Attitude, long-term orientation, and word-of-mouth intention formed a significant positive relationship, and the relationship between long-term orientation and word-of-mouth intention formed an insignificant positive (+) influence relationship. In order to popularize and globalize temple food, it was possible to confirm the positive role of familiarity and external attractiveness among the attractive attributes of temple food that affect consumer attitude and to reaffirm the corresponding influence on long-term orientation and word-of-mouth intention. It is positive that empirical research was conducted based on theoretical research.