커피전문점에 관한 점포이미지가 지각된 가치와 행동의도에 미치는 영향-경기지역 대학생을 대상으로- (The effect of store image on perceived value and behavioral intention in Coffee Shops-Gyeonggi area college students-)

서지정보

· 발행기관 : 한국외식산업학회
· 수록지 정보 : 한국외식산업학회지 / 16권 / 2호 / 233 ~ 247페이지
· 저자명 : 김정매, 강양선

초록

The purpose of this study is to investigate the effects of coffee shop's store image on perceived value. Second, the perceived value of college students on coffee shops is found to have an effect on behavioral intention. Third, the study examined whether there is a moderating effect according to franchise stores, independent stores and gender in the causal relationship between perceived value and behavioral intention of coffee shops, and tried to provide practical implications for marketing utilization of the results presented as a basis for future research.This study conducted a survey on college students using coffee shops (franchises and independent stores) in Gyeonggi-do (Icheon). In addition to independent stores, the franchise stores were selected for the top brand stores in the 2018 coffee brand sales ranking. The survey was conducted for about three months from April to June 2019, and a total of 300 copies were distributed and 260 copies were collected. The results of this study are as follows: First, the store image of coffee shop has a significant effect on perceived value; second, perceived value has a significant effect on behavioral intention.Third, perceived value according to the moderating variables of independent stores and franchises and the moderating variables of gender did not have a significant effect on behavioral intention.

영어초록

The purpose of this study is to investigate the effects of coffee shop's store image on perceived value. Second, the perceived value of college students on coffee shops is found to have an effect on behavioral intention. Third, the study examined whether there is a moderating effect according to franchise stores, independent stores and gender in the causal relationship between perceived value and behavioral intention of coffee shops, and tried to provide practical implications for marketing utilization of the results presented as a basis for future research.This study conducted a survey on college students using coffee shops (franchises and independent stores) in Gyeonggi-do (Icheon). In addition to independent stores, the franchise stores were selected for the top brand stores in the 2018 coffee brand sales ranking. The survey was conducted for about three months from April to June 2019, and a total of 300 copies were distributed and 260 copies were collected. The results of this study are as follows: First, the store image of coffee shop has a significant effect on perceived value; second, perceived value has a significant effect on behavioral intention.Third, perceived value according to the moderating variables of independent stores and franchises and the moderating variables of gender did not have a significant effect on behavioral intention.

참고자료

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