호텔 레스토랑 고객의 플라시보 소비가 행동의도에 미치는 영향관계 분석

• 영문명: A Study on the Effects of Placebo Consumption on Behavioral Intention of Hotel Restaurant Customers: Focusing on the mediating effect of customer trust
• 발행기관: 한국해양관광학회
• 저자명: 임병호(Im, Byung-Ho) 조현진(Jo, Hyun-Jin) 김기성(Kim, Ki-Sung)
• 간행물 정보: 『해양관광연구』제15권 제4호, 83~98쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

This study reviews the literature and empirical studies related to placebo consumption, and the effectiveness of customer trust that can affect placebo consumption and behavioral intention in relation to customer satisfaction, which is a very important performance indicator for business activation strategies of hotel restaurants. By verifying the results, we would like to present the implications of the results. Therefore, the theoretical implications of this study are presented as follows. It is considered to have academic significance in that the study was conducted on customers using a hotel restaurant by applying placebo consumption. First, it was found that hotel restaurant customers' placebo consumption had a significant effect on customer trust. These results are deemed necessary to be used as a marketing tool to promote sales of hotel food and beverage products. Second, placebo consumption of hotel restaurant customers was found to have a significant positive(+) effect on behavioral intention. Third, since customer trust has a direct effect on behavioral intention, it was found that the more trustworthy, the higher the purchase intention and repurchase and recommendation continued while maintaining a continuous transaction relationship. Lastly, through the results of a study to verify the validity of placebo consumption that can affect customer trust and behavioral intention, which are very important performance indicators for the development of hotel customers, new marketing strategies are needed to revitalize hotel business.

목차

Ⅰ. 서론

Ⅱ. 연구의 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

호텔 플라시보 소비 행동의도 고객신뢰 Hotel Placebo Consumption Behavioral Intention Customer Trust