복합형카페의 고객 행동 영향 요인에 관한 연구

다국어 초록 (Multilingual Abstract)

Recently many unique and characteristic cafes are emerging. This reflects people who prefer distinguishing cafe are increasing. Notably many emerging cafes are similar to complex markets.
This study is for the purpose of examining the forms of those complex cafes, aspects of customer's use, and finding factors which affect customer behaviors through surveyed customers who have visited complex cafes.
The survey was carried out based on results from the document analyses and precedent studies, and frequency analysis was done concerning 308 sample results using spss 17 versions. Then, after factor analysis by each kind, regression analysis was followed to examine what factor affected customer so that meaningful implication could be found through such analysis.
More than half of targets were woman and 76.3% of the pollees appeared to know complex cafe as they responded high-recognition of complex cafe. According to multiple responses from them who experienced to visit complex cafe, bakery cafes were most frequently used, and community cafes, book cafes, brunch cafes, roating cafes, gallery cafes and rice cake cafes were followed
As the result of 4P marketing analysis, Quality and diversity of drink and food are grouped as Product which is first important factors. The event and benefits of promotion, pictures and detailed food information on menu board are the second factor and grouped as "Promotion". Comfortable and easily accessible location is the third factor and grouped as "Place", while the taste and price of food are excluded due to low similarity.
As the result of factor analysis on experience factor, the surveyed items such as visiting to refresh, interesting services, vivid mood to new things, enjoying unique culture and special feeling are grouped first as " Emotional experience", Surveyed items such as good music comfortable atmosphere like music cafe, good smell, and comfortable atmosphere like fragrance cafe are grouped second as Auditory and olfactory experience. Interior service and its harmony, visual pleasure to interior design, proper lighting are grouped third as Visual experience. The items of recognition and curiosity of cafe's web-site, arousing customer's desire to develop menu are grouped fourth as Recognizing and acting experience. Lastly, comfortable chair, good tactile sensation of interior materials and good feeling from given services are grouped as fifth as Tactile experience.
For the motivation to visit, popularity, culture experience, academic purpose, new eating-out trend and admiration of pictures are ranked highly and explain the emerging motivation of complex cafes.
Concerning points to consider when visiting, personal service, drink and food, promotion, comfortable location and price are classified as 6 factors. Notable point is shop sanitation and cleanness are connected each other in same category with drink and food. It issues shop sanitation and cleanness are linked to quality of drink and food even though cleanness of restroom is material equipment factor.
According to the result of regression analysis,
Product affects most customer's behavior among Product, Promotion and Place and Promotion almost does not work.
Visual factor is ranked at first among experience factors and emotional, tactile, hearing and olfactory factors followed.
Personal services, convenience of location and price do not affect but Food and drink, promotion and material equipment work.
It presents that consumers who are visiting complex cafe do not care price knowing that price is excluded in 4P marketing factor analysis and luxurious cafes have flourished.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구범위 및 방법 = 5
• 1.연구의 범위 = 5
• 2.연구의 방법 = 6
• 제2장 이론적 배경 = 8
• 제1절 복합형 카페 = 8
• 1.카페의 정의 및 복합형 카페유형 = 8
• 2.카페관련 연구의 흐름 및 추세 = 16
• 3.외식업체의 복합형 매장 = 20
• 제2절 국내 카페 발전 과정 = 21
• 제3절 외식 산업에서의 마케팅 활동 = 25
• 1.외식산업에서의 4P 마케팅 활동 = 26
• 2.외식산업에서의 체험 마케팅 활동 = 27
• 3.외식산업에서의 고객 행동 = 33
• 제3장 조사설계 및 방법 = 36
• 제1절 연구모형 및 연구가설 = 36
• 1.연구모형 = 36
• 2.연구가설 = 37
• 제2절 연구의 조작적 정의 및 설문지 구성 = 39
• 1.조작적 정의 = 39
• 2.설문지 구성 = 40
• 제3절 조사 설계 = 43
• 제4장 연구 결과 = 44
• 제1절 표본의 일반적 특성 = 44
• 1.인구통계학적 특성 = 44
• 2.복합형 카페 이용에 대한 일반적 특성 = 45
• 3.복합형 카페에 대한 인지정도와 방문정도 = 47
• 4.방문카페와 방문목적에 대한 분석 = 49
• 제2절 신뢰성 및 타당성 검증 = 50
• 1.탐색적 요인분석과 신뢰도 = 50
• 2.고객행동 영향요인에 대한 요인 분석과 신뢰도 분석 = 52
• 제3절 연구가설 검증 = 59
• 1.연구과제 검증 = 59
• 2.가설 검증을 위한 군집분석 = 62
• 제5장 결론 = 82
• 제1절 결과 및 시사점 = 82
• 제2절 연구의 한계점 및 향후 방향 = 87
• 참고문헌 = 88
• 설문지 = 94
• ABSTRACT = 105