가격파괴수준에 따른 품질지각, 위험지각, 가치지각 및 구매의도의 차이

• 영문명: The difference quality perception, risk perception, value perception and purchasing intention according to price destruction level : Focused on restaurant menu
• 발행기관: 한국외식경영학회
• 저자명: 김영갑(Kim Young Gab)
• 간행물 정보: 『외식경영연구』12권 4호, 55~70쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.10.30

영문 초록

The purpose of this research was to study how different quality perception, risk perception, value perception and purchasing intention according to price destruction level of a restaurant menu item. From 429 questionnaires distributed to samples, among which 406 were found usable. The data analysis was done by SPSS/WIN Ver.12.0K software packages. For this purpose, using the factor analysis, reliability analysis, ANOVA analysis and research conducted is as follows. First, quality perception of the difference according to price destruction was statistically significant. Second, the risk perception with the price destruction was the highest in 2,100won, the price destruction level of 70% and in 3,500won and 4,900won, the price destruction level of 50% and 30%, there was statistically significant. Third, the purchasing intention of the consumer's value perception was the highest in the price destruction level of 50%. Lastly limitations of this study and suggestions for the study were suggested.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Restaurant Menu Price Destruction Level Quality Perception Risk Perception Value Perception Purchasing Intention