Analysis of Structural Relationship between the Consumption Emotions Values of Sushi Frenchise Restaurant and Consumption Emotional, Consumption Preferences, and Revisit Intention

This study investigated the influence of the emotional consumption value of sushi franchise restaurants on consumers' consumption emotions, consumption propensity, and revisit intention. The implications of the analysis results are as follows. First, symbolism and hedonicity were found to have a significant impact on consumption emotions. However, it was analyzed that aesthetics and self-expression did not have a significant effect on consumption emotions. Second, it was analyzed that aesthetics, symbolism, pleasure, and self-expression did not have a significant effect on consumption propensity. Third, aesthetics and pleasure were found to have a significant impact on intention to revisit intention. However, it was analyzed that symbolism and self-expression did not have a significant effect on revisit intention. Fourth, consumer sentiment was found to have a significant impact on consumption propensity. Consumption sentiment was found to have no significant effect on revisit intention. It was analyzed that consumption propensity did not have a significant effect on revisit intention. Based on the analysis results, useful implications were presented for sushi franchise restaurants.