복합쇼핑몰 커피전문점의 이용동기와 관계품질 간의 영향관계에 대한 연구 (Estimation of Relationship between Motivation of Coffee Stores and Relationship Quality: Focused on Complex Shopping Mall Visitors)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 27권 / 4호 / 210 ~ 217페이지
· 저자명 : 유미희

초록

This study conducted to verify the relationships between motivatipon of coffee stores and realionship quality especially for complex shopping mall visitors. For performing this study, online survey method was employed from 400 people who have visiting experieces at a coffee store in complex shopping mall within six months. Out of 400 participants of survey, total 326 respondents were used for further statistical analysis after screening the missing and unfaithful respondents. According to the results of hypothesis verification, this study found that all motivation factors (hedonic, ostentation, and utility) have significanlty influenced on trust except the relationships between ostentation motivation and trust. In additio, current study demonstrated the relationships between all three motivation factors (hedonic, ostentation, and utility) have significanlty influenced on commitment. Last, this study found that the relationships between trust, commitment, and satisfaction were significantly indentified. Based on these foudings, present study can suggest the importance of coffee stores located in complex shopping mall to vistors, and psychological motivation elements can improve and directly influence on consumers’ relationship quality. Therefore, the managers or operators of complex shopping mall need to consider the coffee business in the mall, and seriously develop the business to derive from consumers to increase profit by considering various motivations.

영어초록

This study conducted to verify the relationships between motivatipon of coffee stores and realionship quality especially for complex shopping mall visitors. For performing this study, online survey method was employed from 400 people who have visiting experieces at a coffee store in complex shopping mall within six months. Out of 400 participants of survey, total 326 respondents were used for further statistical analysis after screening the missing and unfaithful respondents. According to the results of hypothesis verification, this study found that all motivation factors (hedonic, ostentation, and utility) have significanlty influenced on trust except the relationships between ostentation motivation and trust. In additio, current study demonstrated the relationships between all three motivation factors (hedonic, ostentation, and utility) have significanlty influenced on commitment. Last, this study found that the relationships between trust, commitment, and satisfaction were significantly indentified. Based on these foudings, present study can suggest the importance of coffee stores located in complex shopping mall to vistors, and psychological motivation elements can improve and directly influence on consumers’ relationship quality. Therefore, the managers or operators of complex shopping mall need to consider the coffee business in the mall, and seriously develop the business to derive from consumers to increase profit by considering various motivations.

참고자료

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