중국 상해지역의 중국인의 한식 선택속성과 이용동기가 재구매에 미치는 영향 -절단된 포아송 모형 적용-

• 영문명: A Study about Effects of Re-buying Intention of Korean Food on Choice Attributes and Motivation which The Chinese in Shanghai Area: An Application of Truncated Count Poisson Model
• 발행기관: 한국외식경영학회
• 저자명: 한은진(Eun Jin Han) 노정희(Jeong Hee Noh)
• 간행물 정보: 『외식경영연구』15권 3호, 103~125쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

Recently foreigners have become more interested in Korean foods due in part to the effects of the Korean Wave. As a result, discussions concerning the strategic use of this trend are now heating up. Even though Korean Food has a long history and tradition, foreigners still have quite a limited knowledge of it. Therefore, the purpose of this study is to discuss the reasons that are producing an increased demand for Korean Food by using proper Truncated Poisson which was chosen according to the form and research method of a dependent variable. Based on the estimation result of Truncated Poisson according to the motives of demand for Korean food: The results indicate that a person`s interest in expanding their eating experiences was negatively affected, people who prefer distance, stability and change were positively influenced and the opinions of those who prefer better quality service were affected negatively. The results of this research is expected to shape a development direction plan for the Korean Food Market and also help form a better framework for establishing a marketing strategy by giving useful information about the demand for Korean Food.

키워드

Choice attributes Motivation Count data Truncated poisson model