메뉴 이름의 제시유형에 따른 광고 효과 분석

• 영문명: The Advertising Effects of the Presenting Types of Menu Names
• 발행기관: 한국외식경영학회
• 저자명: 나태균(Na Tae Kyun) 문성원(Moon Sung Won)
• 간행물 정보: 『외식경영연구』11권 3호, 95~116쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.09.30

영문 초록

The purposes of this paper are to investigate the casual relations among attitude toward the advertisement, attitude toward the brand, and purchase intention exposed on different types of menu name. For that reasons, 210 university students who are studying in Chung-buk were conveniently selected and a final sample of 205 responses were deemed usable and then multi-group structural equation modeling was used for statistical analysis. Results of the study can be summarized as follows. First, It was found that purchase intention was influenced by all the cases of experimentation and attitude toward the brand was influenced by attitude toward the advertisement. Second, the relationship of attitude toward the advertisement to purchase intention was stronger descriptive menu name than regular menu name(t=1.556). Also the relationship of attitude toward the brand to purchase intention was stronger regular menu name than descriptive menu name(t=3.178). But the relationship of attitude toward the advertisement to attitude toward the brand between of two groups were statistically not significan(t=0.16). The results of this study can be used as data for more effective menu marketing and basic of further empirical study for effectiveness of menu name

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

Descriptive menu name Regular menu name Attitude toward the advertisement Attitude toward the brand Purchase intention