웹 이용동기 집단에 따른 브랜드자산 구성요소, 태도, 방문의도간 구조적 관계에 관한 연구

• 영문명: The Study of the Structural Relationships between Brand Equity, Brand Attitude, and Revisit Intention Based on Web Usage Motivation Groups: A Case Study of Family Restaurants
• 발행기관: 한국외식경영학회
• 저자명: 현용호(Hyun Yong Ho) 남장현(Nam Jang Hyeon)
• 간행물 정보: 『외식경영연구』10권 1호, 179~202쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.03.31

영문 초록

The purpose of this study is to examine whether web-usage motivation groups differently show the structural relationships between brand equity, brand attitude and revisit intention. Cluster analysis was used to classify the respondents into motivation-based groups: research, shop, communication, and surf. Prior to testing structural model, a measurement model was established by confirmatory factor analysis. hypothesized structural models among four groups showed statistical difference based on x2 difference test. A communication group showed four paths were significant from physical service quality(PSQ) to brand attitude(BA)(.362), brand loyalty(BL) to brand attitude(.301), brand awareness/recall(BAR) to revisit intention(RI) (-.339), and BA to RI(.488). A research group showed four paths were significant: from general service quality(GSQ)(.638), BL to BA(.182), BL to RI(.276), and BA to RI(.429). A shop group showed four paths were significant: from GSQ to BA(-.251), BAR to RI(-.702), GSQ to RI(.154) and BA to RI(.276). A surf group showed only one path was significant from BA to RI(.503).

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형의 설정 및 가설

Ⅳ. 연구방법

Ⅴ. 분석결과

Ⅵ. 결론 및 제언

참고문헌

키워드

Web-usage motivations Brand equity formation model Online branding marketing Family restaurants