उद्यमिता एवं संगठन प्रबंधन

Investigating the Key Factors Affecting Restaurant Startup Intention

Abstract

Kim Jinhee, Kim Minji and Lee Seungwoo

This study purports to investigate antecedents of startup intention, with particular reference to the restaurant business. The model of goal-directed behavior (MGB) provided theoretical background in developing the proposed research model with five constructs: attitude, subjective norm, perceived behavioral control, desire, and startup intention. Using convenience sampling, 379 usable data was collected from current employees of foodservice companies in South Korea. To test hypotheses, Structural Equation Modeling (SEM) technique was used. Analysis of the data found support for all of the hypothesized relationships. Specifically, all three independent variables were found to be positively related to desire, which was in turn significantly related to startup intention. The theoretical and practical implications of these findings are discussed in detail.