The moderating role of culinary image on the effect of food neophobia and food desire on behavioral intentions: A study on Korean restaurants

This study examines the impact of psychological factors, such as food fear and food desire, on individuals' behavioral intentions, and tests the moderating role of culinary image within this process. The primary aim of the research is to understand Turkish consumers' attitudes toward Korean restaurants, with a specific focus on the emotional and psychological processes influencing their food choices. The sample for the study consists of 604 participants selected through convenience sampling, all of whom have prior dining experience at Korean restaurants and completed the survey based on these experiences. Data collection was carried out through both face-to-face and online surveys, allowing for a broad sample base. The reliability and validity of the scales used in the study were thoroughly analyzed. Initially, Exploratory Factor Analysis (EFA) was conducted to evaluate construct validity, revealing that each scale's factor structure aligned with the theoretical framework. The scales' reliability was assessed using Cronbach's alpha coefficients, confirming adequate internal consistency. Subsequently, Confirmatory Factor Analysis (CFA) was applied to further investigate the construct validity of the scales. The study's hypotheses were tested using Structural Equation Modeling (SEM), a method that allows for the examination of relationships among variables. SEM analysis evaluated the effects of psychological factors, such as food fear and food desire, on consumers' intentions to visit Korean restaurants. The findings showed that food fear negatively influenced behavioral intentions, whereas food desire had a strong positive impact. Participants with higher food desire displayed a greater tendency to visit Korean restaurants and held a more favorable outlook toward these establishments. Additionally, the culinary image variable played a moderating role in the relationship between food fear and food desire. Positive perceptions of Korean cuisine enhanced food desire, though the moderating effect on food fear was limited. Culinary image was found to strengthen the effect of food desire, contributing to individuals' positive behavioral responses toward Korean restaurants. The study's findings provide important insights for developing marketing strategies for Korean restaurants. The positive image of Korean cuisine appears to increase customer satisfaction and the intention for repeat visits among consumers with high food desire, while a more cautious marketing strategy is recommended for individuals with high food fear. The results also suggest that psychological factors like food fear and food desire significantly impact individuals' food preferences and behaviors, offering valuable contributions to strategic approaches in food marketing and restaurant management. In conclusion, this research addresses the effects of factors such as food fear, food desire, and culinary image on individuals' behavioral intentions within the context of Korean cuisine, contributing meaningfully to the literature. It also provides key insights for understanding consumer behavior toward Korean restaurants and developing effective marketing strategies in this context.