천연발효빵 전문점의 선택속성이 고객가치 및 구매행동에 미치는 영향 연구

• 영문명: A Study on the Effect of Selection Attributes of Sourdough Bread with Natural Yeast Shop on the Customer Value and Purchasing Behavior
• 발행기관: 한국외식경영학회
• 저자명: 신태화(Shin, Tae-Hwa)
• 간행물 정보: 『외식경영연구』22권 3호, 143~163쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

This study aims to determine the effect of selection attributes of sourdough bread with natural yeast on customer value and purchasing behavior. To this end, a survey was conducted on customers purchasing in window bakery, franchised bakery, and in-store bakery, and 321 copies were used for the final analysis. The result shows that health/nutrition, diversity, and quality of product have a positive effect on functional value and quality, In addition, it is shown that the effect of the selection attributes of the sourdough bread with natural yeast on the purchasing behavior indicates that health/nutrition, quality, service, The effect of the customer value on the purchasing behavior shows that emotional and functional value have a positive effect on the purchasing behavior. It means that the various types of the sourdough bread with natural yeast could be a more effective marketing tool for customers choice of products as it is proven that the sourdough bread with natural yeast does not include artificial additives but preserves natural flavor and taste excellently. In the future, it is expected that the sourdough bread with natural yeast would not be considered just as favourite food but as food/bread for well-being, which would raise customers interest in healthy bread more than before.

목차

I. 서 론

II. 이론적 배경

III. 연구방법

IV. 연구결과

V. 결론 및 제언

키워드

Sourdough Bread with Natural Yeast Selection Attributes Customer Value Purchasing Behavior