미국 소비자들을 대상으로한 맥도날드 음식의 품질과 소비자들의 재방문의도에 있어서 가격공정성 지각의 매개효과

초록

This study examined the mediation effects of price fairness in the association between food quality and revisit intention. The context of this research is McDonald’s service and product given the familiarity with the consumers. The survey participants are American consumers. For the data collection, this research adopted Amazon Mechanical Turk. The number of observation is 378. The main instrument is survey. For the data analysis, this research employed frequency analysis, exploratory factor analysis, correlation, and multiple regression analysis. This study used the Baron and Kenny (1986) framework to examine the mediation effect of price fairness. The results indicated the partial mediation effect among three variables(food quality, price fairness, and revisit intention).

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