커피음료 선택속성 요인분석 : 다항로짓모형을 활용하여 = (An) Analysis on Selection Factors of Coffee Beverages - Using Multinomial Logit

다국어 초록 (Multilingual Abstract)

So far, many studies on selection attitudes for coffee itself, coffee brands, and coffee houses etc have been conducted. This study aims to study selection factors of coffee beverages. We chose demographic factors such as sex, ages, residences, jobs, educations, family incomes. And we applied use patterns of coffee house for example reason of choice coffee beverages, visit count to the coffee house, purchase amount, spent time in coffee house, visit time to coffee house, visit purpose, important value of drinking coffee beverages to variables. For estimating, multinomial logit framework is employed. According to the estimation results, we can derive some implications. First, demographic factors effect to select coffee beverages, we can predict selection probabilities. We set cafe-latte ․ cappuccino to basic item. If someone is a male, he prefers to espresso, americano, caramel macchiato, non-coffee beverages. Young people in their twenties select americano, non-coffe beverages. Second, use patterns of coffee house influence to select coffee beverages. People who choice coffee menu by reasons of taste and satisfaction, the cheaper and the more preference of drinks sauces added, the more expensive and the more preference of hand drip. According to thess analyses, we can apply various marketing methods in coffee businesses.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구의 배경 1
• 제2절 연구의 목적 4
• 제3절 연구의 구성 4
• 제2장 이론적 배경 6
• 제1절 커피의 선택속성 6
• 제2절 선행연구 분석 6
• 제3절 다항로짓모형 8
• 제4절 자료 10
• 제3장 실증분석 21
• 제1절 다항로짓을 활용한 분석 모형 21
• 제2절 분석결과 25
• 제4장 요약 및 결론 43
• 부록 47
• 통계량 50
• 참고문헌 68
• Abstract 72