커피전문점 브랜드에 대한 소비자 혼란의 분노, 전황의도 및 부정적 구전에 미치는 영향

• 발행기관: 한국외식경영학회
• 저자명: 이수희(Soo Hee Lee) 정규엽(Kyoo Yup Chung) 송보혐(Bo Hyeong Song)
• 간행물 정보: 『외식경영연구』15권 1호, 339~358쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

The purpose of this study is to know whether Consumer Confusion as to a Coffee Specialty Store brand leads to a major cause which induces anger among the negative feelings by applying the three categories of the Consumer Confusion or not and also in tend to show the effects of the anger on Switching Intention and Negative Word of Mouth. The results of this study include followings. First of all, Consumer Confusion in similarity confusion, overload confusion and ambiguity confusion has significantly positive effect on anger, Secondly, Anger was related positively to Switching Intention, Thirdly, The anger has a positive affect on Negative Word of Mouth, In addition, in the effects of Consumer Confusion on Switching Intention, similarity confusion and overload confusion was related positively to Switching Intention, And the ambiguity confusion wasn`t related to Switching Intention, At last, In the effects of Consumer Confusion on Negative Word of Mouth, similarity confusion and overload confusion was related positively to Negative Word of Mouth, While the ambiguity confusion was not associated with Negative Word of Mouth.

키워드

Consumer confusion similarity confusion overload contusion ambiguity contusion Anger Switching intention Negative word of mouth