한식이미지에 따른 한식당의 선택속성이 소비자 태도에 미치는 영향에 관한 연구 : 중국 산동지역의 소비자들을 중심으로 = A study on the impact of selection attributes on the customers' attitude according to Korean food image : focusing on consumers among Shandong Province in China

국문 초록 (Abstract)

오늘날 시대별 국가별로 다양한 면모와 발전을 거듭하면서 사람들의 삶의 태도도 자주 변하고 있다. 특히 한류 열풍 덕분에 전 세계의 사람들은 한국음식, 한국드라마, 한국음악 및 영화 등에 관심이 많아지고 있다. 한류 열풍이 중국에 올 때부터 중국인들에게도 만찬가지로 한국음식을 많은 사랑을 받고 있다.
본 연구는 한식이미지에 따른 한식당의 선택속성이 고객만족도와 재방문의도에 미치는 영향을 분석하고 파악하기 위하여 문헌자료를 수집하고 실증연구를 병행하였으며, 국내외 논문과 통계자료, 학술지, 각종 간행물 등을 중심으로 참조하였고 실증연구는 중국 산둥지역에 있는 한식당을 사용한 경험이 있는 소비자들을 대상으로 설문조사를 실시하였다.
본 연구는 2016년 3월부터 5월까지 60일간 중국산동지역에서 한식당을 방문하는 소비자들을 대상으로 실증조사를 하였으며, 수집된 자료는 통계패키지 IBM SPSS Statistics21.0 프로그램으로 분석도구를 사용하여 빈도분석(frequency analysis), 요인분석(factor analysis), 신뢰도분석(reliability analysis), 상관관계분석(correlation analysis), 다중회귀분석(mass regression analysis)을 실시하였으며, 연구의 결과는 다음과 같다.
첫째, 한식당을 이용해 본 경험이 있는 중국 산동지역의 소비자들을 대상으로 한식당의 선택속성이 고객만족도의 영향관계를 나타낸 ‘이벤트강화’, ‘조화성’ 및 ‘청결성’요인은 고객만족도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그러나 ‘웰빙 서비스’요인은 고객만족도에 유의한 정(+)의 영향을 미치지 않는 것으로 나타났다.
둘째, 선택속성과 재방문의도의 영향관계를 나타낸 ‘웰빙 서비스’, ‘조화성’ 및 ‘청결성’요인은 재방문의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 다만 ‘이벤트강화’요인은 재방문의도에 유의한 정(+)의 영향을 미치지 않는 것으로 나타났다.
셋째, 고객만족도는 재방문의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.
넷째, 회귀분석을 통하여 소비자들이 한식이미지에 따른 선택속성요인 중 ‘이벤트강화’, ‘조화성’, ‘청결성’ 및 ‘웰빙 서비스’요인은 소비자태도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.
The lifestyle of people is changing because of different age and country that has diversification and development at the recent years. Especially, with Korean Wave Influence, all over the world become to more concern about Korean diet, drama, drama music and others. more and more Chinese people has focusing on Korea diet since Korea wave came into Chinese market.
In order to Follow k-food image for Korean restaurant in select properties on the impact of customer satisfaction and revisit intention We collect lots of literature and refer to domestic and foreign dissertation, statistics, academic journals and all kind of press. This questionnaire inquires people who have dinner on the Korea restaurant in Shandong region.
And this research focus on the consumers among Korean restaurants which are located in the Shandong province of China covering 60 days from March to May in 2016. By using SPSS version 21.0, the frequency analysis, factor analysis, reliability analysis, correction analysis and multi-regression analysis are implemented and results are showed afterwards.
Firstly, the analysis results show that the selection attribute e.g., event intensive, harmony, cleaning have a significant and statistically strong influence on the customers satisfaction. And the impact of well-being on the customers’ satisfaction is strong but statistically insignificant.
Secondly, the effect of selection attribute e.g. well-being service, harmony, cleaning on the recall intention is influencing and statistically important. And the impact of event intensive is positive but statistically insignificant.
Thirdly, customers’ satisfaction has a positive and statistical relationship with recall intention.
Fourthly, the analysis results also showed that basing on the image of Korean food selection attribute including event intensive, harmony, cleaning, well-being service have a strong and also influencing impact on the consumer attitude.

목차 (Table of Contents)

• 제 1 장 서 론 ·············································································1
• 제 1 절 연구 배경 및 목적 ···························································1
• 1. 연구 배경 ··········································································1
• 2. 연구 목적 ··········································································4
• 제 2 절 연구 방법 및 범위 ···························································5
• 1. 연구 방법 ··········································································6
• 2. 연구 범위 ··········································································6
• 제 2 장 이론적 배경 ···································································9
• 제 1 절 중국 내 한식당 현황 ························································9
• 1. 중국 외식시장 현황 ···························································9
• 2. 중국 내 한식당의 분포 및 유형 ···········································11
• 3. 중국 산동지역의 외식시장 현황 ···········································13
• 제 2 절 한식당의 선택속성에 대한 이론적 고찰 ·····························20
• 1. 한식당의 선택속성 ·····························································20
• 2. 한식당의 선택속성에 대한 선행연구 ·····································25
• 제 3 절 한식이미지에 대한 이론적 고찰 ·······································28
• 1. 한식의 개념 ···································································· 28
• 2. 한식이미지의 개념 ····························································33
• 3. 한식이미지에 대한 선행연구 ···············································36
• 제 4 절 고객만족도에 대한 이론적 고찰 ·······································40
• 1. 고객만족도의 개념 ·····························································40
• 2. 고객만족도에 대한 선행연구 ···············································43
• 제 5 절 재방문의도에 대한 이론적 고찰 ·······································44
• 1. 재방문의도의 개념 ····························································44
• 2. 재방문의도에 대한 선행연구 ···············································47
• 제 3 장 연구의 설계 ·································································49
• 제 1 절 연구모형 및 가설의 설정 ················································49
• 1. 연구모형 ··········································································49
• 2. 연구가설의 설정 ································································50
• 제 2 절 조사 방법 ·····································································52
• 1. 조사 대상 및 방법 ·····························································52
• 2. 변수의 조작적 정의 ···························································53
• 3. 설문지의 구성 ···································································55
• 제 4 장 실증분석 ····································································58
• 제 1 절 표본의 인구통계학적 특성분석 ········································58
• 제 2 절 요인분석 및 신뢰도분석 ················································59
• 1. 한식당 선택속성에 대한 요인분석 및 신뢰도분석 ··················60
• 2. 한식이미지에 대한 요인분석 및 신뢰도분석 ··························62
• 3. 고객만족도에 대한 요인분석 및 신뢰도분석 ·························63
• 4. 재방문의도에 대한 요인분석 및 신뢰도분석 ··························64
• 제 3 절 상관관계분석 ·······························································64
• 제 4 절 연구가설의 검증 ···························································66
• 1. 선택속성과 고객만족도의 영향관계 검증 ·····························66
• 2. 선택속성과 재방문의도의 영향관계 검증 ·····························67
• 3. 고객만족도와 재방문의도의 영향관계 검증 ··························68
• 4. 한식이미지에 따른 한식당의 선택속성이 고객만족도의 차이검증 ······················································································72
• 제 5 절 가설검증 결과의 요약 ·····················································73
• 제 5 장 결론 ············································································75
• 제 1 절 연구의 요약 및 시사점 ···················································75
• 1. 연구의 요약 ······································································75
• 2. 시사점 ·············································································77
• 제 2 절 연구의 한계점 및 향후 연구방향 ······································79
• 참고문헌 ···················································································81
• 부록(설문지) ·············································································91
• ABSTRACT ············································································101