컨조인트 분석을 이용한 외식 소비자의 레스토랑 선택 유형에 관한 연구

• 영문명: Types of Restaurant Selections by Consumers Using Conjoint Analysis
• 발행기관: 한국외식경영학회
• 저자명: 홍종숙(Hong Jong Sook) 정유경(Chong Yu Kyeong)
• 간행물 정보: 『외식경영연구』14권 5호, 93~111쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.12.31

영문 초록

The purpose of this study is to determine the relative importance of restaurant attributes, preference in choosing a restaurant and to find out differences between segments. The web survey was conducted among 151 customers(aged from 20~49years old) who lived in Seoul and Kyonggi, from the period of Sep 17 to Oct 4, 2008. The statistical data analyses were performed using SPSS/WIN 12.0 for the conjoint analysis. The main results of this study were as follows : according to the analysis on the attributes and the levels of restaurants, the relative importance of restaurant attributes was assessed in restaurant type(37.6%), price(29.6%), atmosphere(19.14%) and place(13.66%). Simulation to predict market share as a virtual dining seafood restaurant in price between 10,000 to 30,000 won exclusive space within the interpersonal environment-friendly atmosphere was the most preferred.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

Conjoint analysis Restaurant type Price Atmosphere Place