The Effects of In-Store Environment Cues on Purchase Intentions Across the Three Types of Restaurants in Korea

Abstract

This study is to examine the relative effects of in-store environment cues on purchase intentions across the three types of restaurants in Korea. For this purpose, required data were collected from 594 respondents in the three types of restaurants: family (157 respondents), hotel (333 respondents), and up-scale restaurants (104 respondents), and were analyzed with SPSS/PC. The suggestions from the analysis are: First, restaurant marketers should notice the weighted importance of in-store environment cues and then, effectively allocate their limited resources into in-store environments. Second, it is suggested that the restaurant marketers can properly segment their target market according to their perceived levels of in-store environment cues. Finally, facilities and in-store promotions are found to be quite significant factors on purchase intentions regardless of restaurant types.