커피전문점 이용고객의 감정적-유용적 이용동기가 커피전문점 선택속성에 미치는 영향
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.04
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서지정보
ㆍ발행기관 : 한국식생활문화학회
ㆍ수록지정보 : 韓國食生活文化學會誌 / 32권 / 2호
ㆍ저자명 : 오서경, 윤효실, 윤혜현
영어 초록
The purpose of this study was to investigate the effects of emotional-utilitarian motivation on coffee shop selection attribution. Based on a total of 276 samples obtained from empirical research, the results of the survey were analyzed by using SPSS 22.0. The results of this study were as follows. Firstly, the results of exploratory factor analysis of coffee shop selection attribution emphasized service, coffee quality, diversity of menu, atmosphere, convenience, and price. Secondly, the customers showed higher emotional motivation than utilitarian motivation. Thirdly, emotional motivation had a significant effect on perception of service, coffee quality, and atmosphere. On the other hand, utilitarian motivation had a significant effect on service, diversity of menu, convenience, and price.
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