패밀리레스토랑 가격할인이 브랜드 태도 및 구매의도에 미치는 영향 = 가치를 조절효과로

다국어 초록 (Multilingual Abstract)

The aim of this research is to find out the influence of using value as moderating variable, as to how brand price discount of a family restaurant affects brand attitude as well as willingness to re-purchase. For the analysis the following mechanisms have been used: frequency analysis, principal component analysis, two way ANOVA, correlation analysis, and regression analysis. The empirical analysis has been proved with the significance level of P<.05, and statistical analysis has been done with SPSSWIN 22.0 program. As a result, primarily to determine whether price discount would affect the brand attitude, one can see that at the time of price discount if the customer holds high satisfaction the brand attitude rises accordingly. Secondly, to see the effect brand price discount has on willingness to repurchase, one can see the brand attitude rising. Third, two way ANOVA has been implemented to analyze whether hedonic value would be able to control the influence price discount has on brand attitude. As such no significant change has been noticed. Fourth, two way ANOVA has been done to see whether practical value would be able to control the influence price discount has on brand attitude. On that implementation, noticeable difference has been discovered. Fifth, The brand attitude of the family restaurants had positive influence on the repurchase intentions.