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김영갑(Kim Young Gab),홍종숙(Hong Jong Sook) 한국외식경영학회 2009 외식경영연구 Vol.12 No.5
This study was to research a market segmentation in family restaurant customers' by using the Q methodology. For this purpose, the researcher surveyed family restaurant customers and categorized the restaurant markets for effective marketing. Categorization of family restaurant markets will result in segmentation of the market, which is essential for restaurant marketing. The P-sample for this study consisted of 24 who had been sampled from the restaurant customers. For Q-factor analysis, QUANL statistical program was used, and the correlations among categories were analyzed, while independence of each category was examined. As a result of such analyses, a total of 4 categories of market segmentation in family restaurant customers' could be determined: 'type of menu preferences', 'type of pursuing an accessibility', 'type of pursuing an atmosphere', 'type of event preferences'
연구논문 : 레스토랑에서 소비자가 지각하는 가격인지차원의 타당성 검증
김영갑 ( Young Gab Kim ),홍종숙 ( Jong Sook Hong ),김문호 ( Mun Ho Kim ) 한국식생활문화학회 2010 韓國食生活文化學會誌 Vol.25 No.2
This study focuses on testing the validity of dimensions of restaurants` menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers` perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers` perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.
브랜드의 언어 현지화가 고유 브랜드와의 이미지 유사성 인식과 구매의도에 미치는 영향
전지영 ( Ji Young Jhun ),홍종숙 ( Jong Sook Hong ) 한국식생활문화학회 2009 韓國食生活文化學會誌 Vol.24 No.3
The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study`s results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.