(2019년 국제학술대회) 온라인을 통한 떡 구매의도 결정 요인에 관한 연구

• 영문명: A Study on the Determinants of ‘Tteok’ Purchase Intention through Online
• 발행기관: 융합관광콘텐츠학회
• 저자명: Sun-hee Oh(오선희)
• 간행물 정보: 『융합관광콘텐츠학회 학술대회 발표집』제2차 융합관광콘텐츠학회 학술대회 발표집, 77~83쪽, 전체 7쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

This study examined ‘Tteok’ purchase intention through online. Recently, consumption of traditional food and ‘Tteok’ has increased but there was not much research on this field especially online distribution market. The purpose of this study is as follows: First, this study examines the literature review on online food purchasing factors, traditional desserts industry prospects, online reports and related research. Second, the factors affecting the purchase of food online are classified and conceptualized according to characteristics of consumers and characteristics of online technology. Third, develop a research models and hypotheses about the relationship between consumer s online purchase intention and related factors. Fourth, develop a questionnaire for focus group interviews for in - depth analysis and measurement tools that can measure consumer demographic characteristics, leading factors, independent factors, and dependent factors. Therefore, the results of this study will be able to provide marketing implications for ‘Tteok’ sales.

목차

1. 서론

2. 이론적 배경

3. 연구방법 및 절차

4. 연구결과 및 한계점

키워드

Online food purchase intention Traditional food Dessert market Perceived benefit & risk