래더링 기법을 통한 한식당 이용 외국인의 추구 가치 분석

The present study attempted to offer more insights into the foreign consumers` consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as `new experience`, `interest in Korea`, `recommendation`, `good food`, `easy to access`, `service`, `dining environment`, and `price` as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were `experience new culture`, `be exposed to new experience`, and `learn more about Korea` which were related to `happiness`, `pleasure`, `good relationship`, `desire fulfillment`, and `self-satisfaction` as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.