피자이용객에게 있어 지각된 위험 및 만족에 관한 연구

초록

In the food service industry, pizza business is an important domain in terms of economic outcomes (e.g., sales and employment). Despite of the importance, scant research has been executed to figure out the characteristics of pizza consumers. Therefore, the main purpose of the study is to investigate the determinants of satisfaction and perceived risk in a pizza restaurant. Based on the literature evidence, the variables used in the study are price fairness, health concern, brand awareness, and taste. Given the evidence of literature review, we proposed eight research hypotheses. For data collection, Amazon Mechanical Turk was used. The period of data collection is the first week of August in 2017. The participants are consumers in the US market. This study employed survey for the data collection. This research adopted prior literature and modified it for the research purpose. To help the understanding of participants, this research chose Domino’s service and product as the research context. As the data analysis instruments, confirmatory factor analysis, correlation analysis, and path analysis of structural equational modeling were executed. In regards to the study results, price fairness, brand awareness, and taste can reduce perceived risk, whereas health concerns increase the level of perceived risk. Also, we identified that price fairness and taste are significant determinants of satisfaction in the consumption of pizza product and service.

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