The Moderating Effect of Korean Cafe's Involvement in Dessert on the Perceived Value and Revisit Intention of Menu Quality

The purpose of this study is to verify the influence relationship between menu quality and perceived value of Korean dessert cafes, the influence relationship between perceived value and revisit intention, the mediating effect of perceived value and the moderating effect of Korean dessert involvement in this influence relationship. A total of 317 people were selected for customers visiting Korean dessert cafes, and the results are as follows. Among the factors of health, menu quality, and originality in Hypothesis 1, health was found to have a significant positive (+) effect on perceived value. The perceived value of Hypothesis 2 was found to have a significant positive (+) effect on the revisit intention. The mediating effect of perceived value between the influence relationship between menu quality and revisit intention in Hypothesis 3 was found in the influence relationship between health and revisit intention. As a result of the moderating effect of Korean dessert involvement in Hypothesis 4 and Hypothesis 5, the moderating effect of Korean dessert involvement was found in the high group in the influence relationship between health and perceived value, and the influence relationship between perceived value and revisit intention. In the low group, there was a moderating effect of Korean dessert involvement in the relationship between perceived value and revisit intention. As a result of the study, in order to increase the perceived value of Korean dessert cafes, it is judged that dessert products with high health awareness should be produced first. As a result of the moderating effect of Korean dessert involvement, it was confirmed that the high group strengthened the positive perceived value based on the healthy menu quality, which promotes the intention to revisit. Therefore, it is judged that Korean desserts should secure competitiveness with the image of a strong healthy food brand.