Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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The Effects of Fast food Customers' Perceived Risk on Purchasing Intention, Attitude, & Risk Reduction Behavior

패스트푸드 이용 고객의 위험지각요인이 위험감소행동, 태도, 및 구매의도에 미치는 영향

  • Chong, Yu-Kyeong (Department of Food Service Management, Sejong University) ;
  • Sung, Yu-Kyeong (Department of Food Service Management, Sejong University) ;
  • Ryu, In-Young (Department of Food Service Management, Sejong University)
  • 정유경 (세종대학교 호텔관광대학 외식경영학과) ;
  • 성유경 (세종대학교 호텔관광대학 외식경영학과) ;
  • 류인영 (세종대학교 호텔관광대학 외식경영학과)
  • Published : 2009.10.30
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Abstract

This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's $\alpha$ was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

Keywords

References

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