사찰음식 관여도와 인지적 가치가 충성도와 추천의도에 미치는 영향

Abstract

This study conducted an empirical analysis of temple food consumers residing in Daegu and Gyeongbuk to find out the effect of temple food involvement on cognitive value, loyalty, and recommendation intention, and the relationship between cognitive value, loyalty, and recommendation intention. The survey was conducted from April 1 to April 30, 2022, and a total of 300 questionnaires were distributed and 244 copies were used for the analysis. As a result of the analysis, it was found that the degree of involvement in temple food had an effect on cognitive value, loyalty, and recommendation intention, followed by loyalty, recommendation intention, and cognitive value. Cognitive value was also found to have an effect on loyalty, followed by thousands of intentions. In particular, it is necessary to expand the policy interest and research focused on the market situation of the temple restaurants in the direction to reflect them in the actual performance creation and management of the temple restaurants.