수원왕갈비 지불의도의 선행요인에 대한 연구

초록

Suwon Wanggalbi is a representative local food as well as the tourism resource. Despite of the value as tourism resource, sparse studies have been executed to understand the characteristics of Suwon Wanggalbi. Given the value and resarch gap, this study attempts to investigate the antecedents of willingness to pay for Suwon Wanggalbi. As the explanatory attributes, this study uses positive emotion, experience, risk, and price fairness. This research chooses survey as the main instrument, The number of observation is 374. This study executed statistical analysis to attain the results, which contains frequency analysis, reliability test, exploratory factor analysis, multiple regression analysis, and correlation matrix. With regard to the results, positive emotion, experience, and price fairness are positively associated with willingness to pay. However, risk appears as non-significant attribute to account for willingness to pay. Moreover, this study shows that older consumer has lower willingness to pay for Suwon Wanggalbi. The results offer the theoretical contribution in that this study validates the attributes of previous studies at the local food domain. Also, this research could present the practical implications for the managers of food service in Suwon area.

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