브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향 -소비자 지식의 조절효과를 중심으로- = Influence of Perceived Quality and Brand Image on the Perceived Value and Loyalty in Specialty Coffee Shop - Moderating Role of the Consumer Knowledge -

다국어 초록 (Multilingual Abstract)

This study is to investigate the influencing power of perceived quality and brand image on perceived value and customer loyalty in the context of Korean specialty coffee shop, and to analyze the moderating role of consumer knowledge. In order to achieve these purposes, the data was collected from 220 customers at the shops, and analyzed with SPSS and Amos.
The results are as follows: First, this research confirmed that the influencing power of perceived quality and brand image on perceived value and customer loyalty. So the overall market consists the loyalty by perceived quality and brand image with the mediating effect of perceived value. Second, the research showed that there is a moderating role of consumer knowledge forming customer loyalty with the group analysis of structural equation modeling. Based on the elaboration likelihood theory, perceived quality plays the critical role in forming loyalty in the high-level knowledge group, whereas these effects were not found in the low-level knowledge group.

다국어 초록 (Multilingual Abstract)

This study is to investigate the influencing power of perceived quality and brand image on perceived value and customer loyalty in the context of Korean specialty coffee shop, and to analyze the moderating role of consumer knowledge. In order to achieve these purposes, the data was collected from 220 customers at the shops, and analyzed with SPSS and Amos.
The results are as follows: First, this research confirmed that the influencing power of perceived quality and brand image on perceived value and customer loyalty. So the overall market consists the loyalty by perceived quality and brand image with the mediating effect of perceived value. Second, the research showed that there is a moderating role of consumer knowledge forming customer loyalty with the group analysis of structural equation modeling. Based on the elaboration likelihood theory, perceived quality plays the critical role in forming loyalty in the high-level knowledge group, whereas these effects were not found in the low-level knowledge group.

참고문헌 (Reference)

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2 서희정, "프로축구의 브랜드자산 구성요소가 브랜드충성도에 미치는 영향" 단국대학교 대학원 2005

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