연구논문(硏究論文): 광고효과를 이용하여 레스토랑 고객의 지출을 극대화시킬 수 있는 방안연구: 외식몰입의 조절역할

• 발행기관: 한국외식경영학회
• 저자명: 현성협( Sung Hyup Hyun ) 이황의( Hwan Eui Lee ) 조선배( Sun Bai Cho )
• 간행물 정보: 『외식경영연구』14권 1호, 49~71쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.02.28

영문 초록

The purpose of this research was to create and test a model of maximizing patron`s spending amount in restaurant industry. Based on literature review, it was theorized that advertising, perceived value, and satisfaction are key determinants of patron`s spending in a restaurant. Two dimensions of advertising (menu information in the advertising and stimulation in the advertising), two dimensions of perceived value (utilitarian value and hedonic value) were derived. Based on theoretical backgrounds, 15 hypotheses were derived and a structural model was proposed. The structural model was tested using the empirical data collected from 433 chain restaurant patrons. Based on the data analysis results theoretical/managerial implications were discussed.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Advertising erceived Value atisfaction pending Amount hain Restaurant nvolvement