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학술세션Ⅳ : 지식경영과 서비스산업 ; 외식기업의 공익연계마케팅 활동: 메뉴 메시지유형의 효과연구
김병석 ( Kim Byoung Seok ),황조혜 ( Hwang Jo Hye ) 한국지식경영학회 2014 지식경영 학술심포지움 Vol.2014 No.-
본 연구는 외식기업의 메뉴의 공익연계메시지에 따라 소비자의 관계품질(신뢰와 몰입) 프리미엄가격지불의도에 미치는 영향력을 알아보았다. 공익연계메시지를 네 가지 유형(공익결과 제시, 공익결과 비 제시, 부정적메시지프레이밍, 긍정적메시지프레이밍)으로 구성하여 연구를 진행 하였으며 일반적으로 응답자들은 공익연계메시지를 신뢰하고 있으며 부정적, 긍정적메시지프레이밍된 공익연계메시지의 몰입은 프리미엄지불의도에 정(+)의 영향을 미친다는 연구결과가 나타났다. 또한 공익연계메시지에 따른 추가지불의사에 유의적으로 영향이 있는 것으로 나타났으며 부정적메시지프레이밍의 문구에서 추가지불의사가 높게 나타났다. 기존의 공익연계메시지에 대한 연구에서 확장하여 메시지의 유형별 차이를 비교하였으며 사회적인 책임을 다하는 기업에 대한 인식이 높아지고 있는 오늘날 외식기업의 효과적인 마케팅 전략 수립과 외식기업의 차별화된 가격책정에 객관적 자료로 활용이 기대된다. This study aims to examine the effects of message framing of restaurant menus on customers` perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant`s cause marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had confidence in cause-related messages and the immersion in positive/negative message framed cause-related messages had a positive(+) effect on willingness to pay a premium price. Furthermore it had a significant effect on willingness to pay depending on cause-related message and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-related messages in the past. Futhermore it is anticipated the results of this study will be used for establishing effective marketing strategies for today`s Foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies` social responsibilities is growing.
김병석 ( Byoung Seok Kim ),황조혜 ( Jo Hye Hwang ) 한국지식경영학회 2014 지식경영연구 Vol.15 No.4
This study aims to examine the effects of message framing of restaurant menus on customers` perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant`s cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today`s foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies` social responsibilities is growing.