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해산물에 대한 지불의도에 대한 연구: 제주도 사례를 중심으로
문준호 ( Joon-ho Moon ),당약함 ( Ruo-han Tang ),송명근 ( Myung-keun Song ) KNU기업경영연구소 2021 기업경영리뷰 Vol.12 No.2
Despite the importance of seafood in the domain of marine tourism, scant studies have investigated the characteristics of seafood consumers. In order to affiliate this void, this research is to investigate the determinants of sea food willingness to pay in the area of Jeju island. As the candidates of explanatory variables, this research employees price fairness, risk, diversity, and crowding. The main instrument of this research is survey. Also, this study performed field survey at Jeju airport. Then, this study used 252 observations for the data analysis. To analyze the data, this study carried out frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and multiple regression analysis. Regarding the results, price fairness and diversity positively affects the willingness to pay. Also, the results presents that the adequate level of crowding maximizes the willingness to pay. Namely, there is an inverted U-shape association between crowding and willingness to pay. However, risk is identified as non-significant attribute to account for willingness to pay. The results of this research could offer the information for the management of seafood. This could become the practical implication of this research.
아이스크림 전문점 전환의도 및 재이용의도에 대한 결정요인
문준호 ( Moon Joonho ),송명근 ( Song Myungkeun ),당약함 ( Tang Ruo-han ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.2
The purpose of current research is to examine the determinants of switching intention and reuse intention in the area of ice cream store business. This research selects Baskin Robbins as the research target considering its market share in domestic ice cream business market. This study chooses price fairness, product variety, and delivery convenience as independent variables. The main instrument of this research is survey. This study collected the data using online survey, and the number of observation is 202. Frequency analysis and correlation matrix were used to analyze the data, This study peformed multiple regression analysis to test the hypotheses. Regarding the results, price fairness, product variety, and delivery convenience are positively associated with reuse intention. Moreover, switching intention is negatively influenced by only product variety, while price fairness and delivery convenience appeared as non-significant attributes. The results of this research is used to provide the information for the ice cream store business.