레스토랑 이용자의 선택 속성, 브랜드 이미지, 구매 행동 간의 구조적 관계에 관한 연구

다국어 초록 (Multilingual Abstract)

This paper examines the structural relations among choice attributes, brand image, and buying action of restaurant customers, using a structural equation model. Based on the analysis of one hundred fifty cases, the following results were found. First, it was found that the choice attributes of accessability, materiality, and kindness have positive influence on the differentiation, brand image and buying action of restaurant customers. Second, the choice attributes of accessability and styles have positive influence on the familiarity, brand image and buying action of restaurant customers. Third, the choice attributes of styles have positive influence on trust in brand image and buying action of restaurant customers.

참고문헌 (Reference)

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