웨딩숍 원장 이미지가 소비자 웨딩상품 이용의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The objective of this study is to seek marketing strategies to create satisfaction for all customers by researching differences in population statistics and assessing differences in use intention for wedding boutiques pursued by customers and customer satisfaction provided in visual stimulus. In this survey, research subjects develop questionnaires in person by experiencing visual stimulus (computer video clips). The total number of subjects was 240 people in colleges of arts, science, social science of Kyungil University and 203 copies were used in the final analysis. In data analysis, SPSS 19.0 for Windows was used and analysis methods used were reliability, frequency, t-test and distribution analysis. Study outcomes are as follow: First, the analysis on the use intention of customers depending on wedding boutique owner image shows the highest level in general, excluding some questions in areas of techniques provided by intellectual-image owner, service and price, while the use intention for a sexy, glamorous owner is the lowest, excluding questions regarding hair-related satisfaction. Second, the analysis of different use intention depending on wedding boutique owner image by a population statistics variable of customers indicates meaningful differences in gender, age, major, grade, blood type and monthly income.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 연구 방법 및 절차
• 1. 연구문제
• 2. 조사대상 및 자료수집
• 3. 시각적 자극물 제시 방법
• 4. 설문지 구성
• 5. 자료 분석방법
• Ⅲ. 결과 및 논의
• 1. 웨딩숍 원장이미지에 따른 이용의도 차이
• 2. 인구통계적 변인별 웨딩숍 원장이미지에 따른 이용의도 차이
• Ⅴ. 결론
• 2. 연구의 한계점 및 제언
• 참고문헌