The effect of the neophilia levels of consumers who prefer Far East cuisine concept restaurants on their intention to revisit

Year 2022, Volume: 6 Issue: 2, 456 - 467, 31.10.2022

Duran Cankül , Aleyna Kol

Abstract

In this study, it is aimed to determine the effect of the level of neophilia of consumers who prefer Far East cuisine concept ethnic restaurants on their intention to revisit. For this purpose, the questionnaire technique, one of the quantitative research methods, was used in the study. The data of the research were collected by questionnaire form from 407 customers determined by convenience sampling method. T test, anova test and correlation analysis were used to analyze the data obtained in the study. As a result of the analysis, it was determined that the age and gender of the participants affected their neophilia levels, and in addition, the neophilia levels of the participants had a affirmative and positive effect on their revisit intentions.

Keywords

Food neophilia, ethnic restaurant, Revisit intention

Uzakdoğu mutfağı konseptli restoranları tercih eden tüketicilerin neofili düzeylerinin tekrar ziyaret niyetine etkisi

Abstract

Bu araştırmada, Uzak doğu mutfağı konseptli etnik restoranları tercih eden tüketicilerin neofili düzeylerinin tekrar ziyaret niyetine etkisini belirlemek amaçlanmaktadır. Bu amaç doğrultusunda yapılan çalışmada, nicel araştırma yöntemlerinden anket tekniği kullanılmıştır. Araştırmanın verileri, kolayda örnekleme yöntemi ile belirlenen 407 müşteriden anket formu ile toplanmıştır. Araştırmada elde edilen verilerin analizi için t testi, anova testi ve korelasyon analizine başvurulmuştur. Analiz sonucunda, katılımcıların yaş ve cinsiyetlerinin ile neofili düzeylerini etkilediği ve buna ek olarak katılımcıların neofili düzeylerinin tekrar ziyaret niyetleri üzerinde olumlu ve pozitif yönlü bir etkisinin olduğu belirlenmiştir.

Keywords

Gıda neofilisi, Etnik restoran, Tekrar ziyaret niyeti

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