체인형 패밀리레스토랑 점포이미지와 외식구매동기의 관계 = Relationship between restaurant store image and purchase motivation

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the relationship between restaurant store image and purchase motivation. Factor analyses were adopted to identify underlying dimensions of 20 items of restaurant store image and 11 items of purchase motivation respectively. Canonical correlation analysis was also conducted to examine the relationship between the extracted factors of restaurant store image and those of purchase motivation.The results show that both menu taste and price and facilities and ambience of restaurant store image have significant relationships with event and convenience of purchase motivation. Other restaurant store image factors such as personal service and hygiene were not canonically correlated with event and convenience of purchase motivation. The article draws out the implications of these findings for restaurant marketing strategies and for future research.