A Study on the Impact of Korean Restaurant Customers’ Lifestyle on Perceived Value and Revisit Intention

This study aims to give fundamental academic and practical insights into the health-seeking, taste-seeking, convenience-seeking, and economic-seeking lives of Korean restaurant customers, as well as their perceived value and revisit intention.The statistical method was conducted in a self-response format targeting Korean restaurant visitors who have visited Korean restaurants more than twice in the past year in Seoul, Incheon, and Gyeonggi-do, as the spatial scope of the survey target.A survey of 194 customers of Korean restaurants was conducted.For the collected data, SPSS 21.0 and AMOS 21.0 programs were used to perform frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and path analysis to verify hypotheses.As a result of the hypothesis, first, it was analyzed that four factors, such as health-seeking type, taste-seeking type, convenience-seeking type, and economy-seeking type, as subfactors of Korean restaurant customer lifestyle, would have a positive effect on perceived value.Second, the analysis of the relationship between Korean restaurant customers' perceived value and their intention to revisit revealed that perceived value would positively impact the customers' intention to revisit.In conclusion, lifestyle and perceived value were determined to be antecedent variables that have a positive effect on revisit intention.Based on these findings, a successful marketing plan must be developed.First, the lifestyle of Korean customers at restaurants must be understood, and then a plan to raise perceived value must be developed.