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패밀리 레스토랑 브랜드에 대한 긍정적,부정적 정보와 소비자태도
변광인( Gwang In Byun ),김동진( Dong Jin Kim ),이슬기 ( Seul Gi Lee ) 한국외식경영학회 2013 외식경영연구 Vol.16 No.5
본 연구는 소비자가 한식 기반 브랜드에 대한 긍정적?부정적 정보를 접했을 때 소비자 태도에 미치는 긍정적?부정적 영향을 조사한 연구의 후속연구로 한식 기반 브랜드에만 국한된 연구의 제한점을 보완하기 위해 외식업종을 달리하는 패밀리레스토랑 브랜드를 대상으로 연구가 진행되었다. 실증분석을 위해 패밀리 레스토랑 브랜드인 빕스(VIPS)를 선정하였으며, 선행연구와 마찬가지로 브랜드 친숙도를 통제하여 공분산분석을 실시하였으며, 불비례 할당표본추출법을 사용하여 서울, 부산, 대구 지역에 거주하는 20세 이상 외식소비자를 대상으로 총 420부를 배포하였고, 총 389부를 분석에 사용하였다. 한식 기반 브랜드에 대한 결과와 마찬가지로 패밀리 레스토랑 브랜드의 긍정적?부정적 정보가 소비자 태도 즉 브랜드 이미지, 브랜드 태도, 구매의도에 각각 영향을 미치는 것으로 나타났다. 또한 브랜드 친숙도를 공변량으로 통제한 결과 브랜드 이미지, 브랜드 태도, 구매의도에 각각의 영향을 미치는 것으로 나타났으며, 부정적 정보의 영향력이 보다 큰 것으로 나타났다. Inspired by a study by Lee & Kim(2013), this study aims to investigate the effects of positive and negative information about a family restaurant brand on consumer attitudes (i.e., brand image, brand attitude, and purchase intention) from a comprehensive point of view. In addition, brand familiarity is controlled as a covariate, as was in the previous study. In consistent with the findings of study by Lee & Kim(2013), it is found that negative information about a restaurant brand has a stronger impact on the consumer attitude than positive information does. Likewise, the impact of negative information is more distinguished when the brand familiarity is considered as a covariate. The study to which this paper refers emphasises the impact of negative information to family restaurants.
브랜드 커피전문점의 가격할인정책 만족이 지각된 가치, 브랜드 태도 및 재 구매의도에 미치는 영향
변광인(Gwang In Byun),김정애(Jung Ae Kim),김기진(Gi Jin Kim) 한국조리학회 2013 한국조리학회지 Vol.19 No.3
The purpose of this research was to conduct an empirical research on the relations between perceived satisfaction level and value, brand attitude and repurchase intention after receiving price discount in such brand coffee shops as Starbucks, Coffee Bean, Angel-In-Us, and Caffebene. To do this, surveys were conducted in those 4 brands of coffee shops, distributing 100 copies of questionnaire each, from December 1st to December 31st, 2012. A total of 400 copies were collected for the final analysis, and the results are as follows. The level of satisfaction with price discount policy was displayed as causing a significant positive influence on hedonic and utilitarian values, and the hedonic and utilitarian values were identified as causing a significant positive influence on brand attitude and repurchase intention. Additionally, it was shown that brand attitude caused a significant positive influence on repurchase intention. A further analysis revealed that the number of customers who do not utilize the discount policy was highest in Starbucks, while the number of customers who utilize stamp coupons was displayed as the highest in Coffee Bean. In case of Angel-In-Us, the number of customers who use other price discount policies instead of stamp coupons was displayed as the highest, while the number of customers who utilize other price discount policies along with stamp coupons was displayed as the highest in Caffebene. Moreover, the level of satisfaction with price discount policies was higher for customers who use discount policies compared to those who do not.
패밀리레스토랑 가격할인이 브랜드 태도 및 구매의도에 미치는 영향
변광인(Byun Gwang-in),강석우(Kang Seok-woo),김정애(Kim Jung-ae) 한국호텔관광학회 2016 호텔관광연구 Vol.18 No.2
The aim of this research is to find out the influence of using value as moderating variable, as to how brand price discount of a family restaurant affects brand attitude as well as willingness to re-purchase. For the analysis the following mechanisms have been used: frequency analysis, principal component analysis, two way ANOVA, correlation analysis, and regression analysis. The empirical analysis has been proved with the significance level of P<.05, and statistical analysis has been done with SPSSWIN 22.0 program. As a result, primarily to determine whether price discount would affect the brand attitude, one can see that at the time of price discount if the customer holds high satisfaction the brand attitude rises accordingly. Secondly, to see the effect brand price discount has on willingness to repurchase, one can see the brand attitude rising. Third, two way ANOVA has been implemented to analyze whether hedonic value would be able to control the influence price discount has on brand attitude. As such no significant change has been noticed. Fourth, two way ANOVA has been done to see whether practical value would be able to control the influence price discount has on brand attitude. On that implementation, noticeable difference has been discovered. Fifth, The brand attitude of the family restaurants had positive influence on the repurchase intentions.
사회적 환경을 포함한 서비스스케이프가 고객의 감정반응과 행동의도에 미치는 영향
변광인(Gwang In Byun),이정은(Jung Eun Lee),김기진(Gi Jin Kim) 한국호텔외식관광경영학회 2014 호텔경영학연구 Vol.23 No.1
The purpose of this study is finding out the impact of servicescape including social environment such as coffee shop employees and other customers, which is differentiated from other studies, on emotional responses and behavioral intention of customers in coffee shop environment. The revenues of brand coffee shops were compared and top four revenue brands(Starbucks, Caffebene, Coffee Bean and Angel-in-us) were selected. Questionnaire survey on customers who visited Starbucks, Caffebene, Coffee Bean and Angel-in-us located in Daegu city-center from June 24th to 29th 2013 were conducted. The survey consists of 100 questionnaire sheets per each brand. 384 questionnaire answer sheets were used for final analysis after excluding insincere answer sheets. According to the result of final analysis, esthetic aspect, comfort aspect, visible aspect of other customers and image of employees have significant positive impacts on pleasure while convenience and visible aspect of other customers have significant positive impacts on arousal. In addition, comfort aspect and image of employees have significant impacts on behavioral intention while pleasure and arousal both have significant impacts on behavioral intention.