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김양숙(Yang Suk Kim),윤지현(Ji Hyun Yoon),김행란(Haeng Ran Kim),권성옥(Sung Ok Kwon) 대한지역사회영양학회 2010 대한지역사회영양학회지 Vol.15 No.5
The purpose of this study was to determine the factors related to eating breakfast for middle and high school students in Seoul using the Theory of Planned Behavior. Out of 2,280 questionnaires distributed to 22 schools, 2,060 were returned (90.4% response rate) and 1,899 were analyzed (83.3% analysis rate). Gender, self-perceived household income level and mother`s working status were examined as demographic factors. Attitude, Subjective norm, Perceived difficulty in access to breakfast, Perceived time restriction and Self restriction to breakfast were extracted as psychosocial factors as the results of factor analysis and reliability test using 17 items. In case of middle school students, boys were more likely to skip breakfast than girls. The students perceiving their household income level low or middle low were more likely to skip breakfast than those who perceived their household income level high or middle high. The students whose mother had a job tended to skip breakfast than those whose mother had no job. In case of high school students, the students perceiving their household income level low or middle low tended to skip breakfast than those perceiving their household income level high or middle high. The results of analysis of variance, all the psychosocial factors examined in this study-Attitude, Subjective norm, Perceived difficulty in access to breakfast, Perceived time restriction and Self restriction to breakfast- were related to the frequencies of eating breakfast during weekdays in both the middle and high school students. (Korean J Community Nutr 15(5): 582~592, 2010)
김양숙(Kim, Yang-Suk),이영록(Lee, Young-Lok),김명희(Kim, Myung-Hee) 한국식공간학회 2016 식공간연구 Vol.11 No.1
본 연구의 목적은 감성마케팅이 소비자에게 매장과 커피브랜드간의 긍정적인 영향을 살펴보고 그 공간을 통하여 소비자 간의 커뮤니케이션 효율을 극대화 하여 매장 경쟁력 강화라는 측면에서 접근하고자 한다. 감성마케팅을 통해 구매자에게 심리적를 실증분석에 사용하였다. 주고 구매활동을 활발하게 하고 결과적으로 심미적 기능을 확대시키는 커피전문점의 매장 환경을 제공하고자 한다. 이러한 목적을 연구하기 위해 커피전문점 이용 고객을 대상으로 총 총 300부를 배포하여 편의 임의 편의추출방식을 사용하여 250부의 설문지를 배포, 그중 불성실한 설문을 제외하고 총 291부를 실증분석에 사용하였 다. 본 연구를 진행하기 위해 총 3개의 가설을 세웠으며, 각각의 가설에 대한 검증을 위해 SPSS 18.0 통계패키지 프로그램을 활용하여 각 요인간의 타당성분석과 신뢰성 분석 후 회귀분석을 실시하였다. 감성마케팅의 측정도구로 시각, 청각, 촉각, 후각으로 설정하였으며 그 중 시각이 가장 두드려 졌으며 촉각은 거의 영향을 미치지 않는 것으로 나타나 제외하고 다시 설정하여 실시하였다. 연구결과는 다음과 같이 나타났다. 감성마케팅은 구매의도에 정(+)의 영향을, 감성마케팅은 브랜드 인지도에 정(+)의 영향을, 브랜드인지도는 구매의도에 정(+)의 영향을 나타냈다. This studied emotional marketing which affects consumer behavior and its positive effects on the relation between coffee chains and brand awareness, to help maximize communication efficiency among consumers and strengthen competitiveness of the shops. It also attempts to draw consumers to purchase by making them feel comfortable using emotional marketing and eventually helps offering highly aesthetic coffee shops. Shop visitors answered a survey which was on the basis of theoretical background and 291 out of 300 responses were used in this study. There were nine hypotheses and SPSS 18.0 statistical package program verified each one. In this research, relationship between emotional marketing and the purchase intention was tested its validity and reliability by regression analysis. It shows that the relation between emotional marketing and brand awareness has a positive influence on sight, hearing and smell. The most influenced one is sight. (2)The relation between brand awareness and purchase intention also has positive impacts. (3)The relation between emotional marketing and purchase intention has positive effects, too.