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지역 인증 맛집 이미지와 지각된가치, 가격민감도, 재방문의도의 구조적 관계 연구
김수인 ( Suin Kim ),양보미 ( Bomi Yang ),우재걸 ( Jaegeol Woo ) 관광경영학회 2020 관광경영연구 Vol.100 No.-
For practical research on local certification matjips, this study examined the impact relationship between the image of local certification matjips and their perceptual values, price sensitivity and revisitability. In addition, we looked into the impact of perceived value on price sensitivity and revisitability of local certification matjips. And we looked into whether price sensitivity affects revisitability. First of all, the image of a local certification matjips has been shown to give positive influence on perceptual values and willingness to revisit. Second, the perceived value of local certification matjips was found to have a positive influence on price sensitivity and revisitability. Third, the price sensitivity of local certification matjips was found to have a positive effect on the degree of revisit. On the other hand, images of local certification matjips have no significant impact on price sensitivity.