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SNS 특성, 이미지, 그리고 재방문 의도와의 관계 : 프랜차이즈 커피숍을 중심으로
박은애(Park, Eun Ae),이정실(Lee, Joung-Sil) 한국관광레저학회 2019 한국관광레저학회 학술발표대회 Vol.2019 No.6
The purpose of this research study was to analyses the relationship of SNS characteristics and image and how those factors influence a customer’s revisit intention. For the actual test of these hypotheses, surveys were conducted with a convenience sample of 236 participants who had visited the franchise coffee shop. Frequency, factor analysis and AMOS analyzed data. As the results, SNS characteristics in the franchise coffee shops were major to influence on the image Image was major determinant to influence on the revisit intension. The results justify use of SNS characteristics to improve indirectly customer’s revisit intention to recommend through increasing SNS marketing. And result suggest that marketers who are trying to understand their customers must consider SNS features and image. As such, the franchise coffee shops should maintain their relationship with customers through the SNS PR marketing and positive image, which is the key factor in the industry.
커피전문점의 외재적 속성이 고객가치, 신뢰 그리고 행동의도에 미치는 영향
박은애 ( Park Eun-ae ),이정실 ( Lee Joung-sil ) 한국컨벤션학회 2016 MICE관광연구 Vol.16 No.3
The porpose of this study was to find out the effects of the extrinsic cues on customer value, trust and behavior intentions at coffee shop. To test each measures`` predictive utility in this context with AMOS. Sampling in this study was limited to the customers of coffee shops. The responders included 224. Frequency, factor analysys and AMOS data were all analyzed to produce these results. The results showed that extrinsic cues were major influences on customer value. Also extrinsic cues were major determinants in influencing trust. Trust was a key factor in influencing behavior intention, while customer value was shown to not majorly influence behavior intention.