연구논문(硏究論文): 커피전문점 방문수요 결정요인분석

• 발행기관: 한국외식경영학회
• 저자명: 최성임( Seong Im Choi ) 임은순( Eun Soon Yim ) 이희찬( Hee Chan Lee )
• 간행물 정보: 『외식경영연구』14권 3호, 27~46쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

This study was designed to approach brand cafe consumers with the aspect of choice behavior according to coffee consumption. Data are collected through the surveys of general public. As a research methodology, a statistical package of Limdep 8.0 was used to analyse the collected data and frequency analysis, descriptive analysis, factor analysis, Truncated Negative Binomial(TNB) analysis. The factor analysis of Brand Cafe Selection attribute identified five underlying dimensions: Brand factor, Coffee factor, Mood factor, Accessibility factor, and Promotion factor. Significant differences in brand cafe selection attribute dimensions were found between two involvement market segments. While low-involvement segment is more likely to be Coffee factor, high-involvement segment is likely to coffee factor and accessibility.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Coffee Selection Truncated Poisson Truncated Negative Binomial Involvement Brand Cafe