The Moderating Effect of Food Literacy on the Relationship Between the Quality of Japanese Omakase and Customers’ Emotional Value and Brand Attachment

This study investigates the effects of perceived omakase dining quality factors chef expertise, service interaction, ingredient quality, and spatial atmosphere on customers' emotional value and brand attachment, with a focus on the moderating role of food literacy. Data were collected from 281 customers who visited ten omakase restaurants located in Gangnam and Seocho districts of Seoul between March and May 2025. Structural equation modeling (SEM) and multi-group analysis (MGA) were employed for hypothesis testing. Results revealed that chef expertise and service interaction significantly influenced emotional value, while chef expertise and ingredient quality had significant effects on brand attachment. Emotional value did not directly impact brand attachment but showed a significant mediating effect. Furthermore, food literacy moderated certain relationships, indicating differential effects based on the consumer's cultural and interpretive food competence. This study provides empirical insight into how qualitative factors and food-related knowledge shape consumer experience and attachment in the premium dining sector, offering both practical and theoretical implications.