Determinants of Bakery Revisit Intention: Case of Paris Baguette

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Myung-Keun Song Joon-Ho Moon Won-Seok Lee
• 간행물 정보: 『아태비즈니스연구』제11권 제1호, 1~16쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

Purpose - The purpose of this research is to investigate the determinants of bakery revisit intention. This research selects Paris Baguette as the research context because the market share of Paris Baguette was the highest in Korean bakery market. Design/methodology/approach -This research employed revisit intention as the dependent variable, while this research chooses six attributes to account for revisit intention. Six attributes are price fairness, taste, product variety, accessibility, display, and membership. This research uses survey as the main instrument. For the data collection, online survey using Google survey form was implemented. The survey participants are domestic consumers of Paris Baguette. The number of observation is 245. For the data analysis, this study used frequency analysis, correlation matrix, exploratory factor analysis, reliability analysis, and multiple regression model. There are four control variables, which contains age, gender, visiting frequency, and monthly income. Findings - The results shows that price fairness, taste, product diversity, and accessibility are significant attributes with the positive effect. Among the significant attributes, taste presented the highest magnitude to explain the revisit intention. However, membership and display appeared as non-significant attributes to account for bakery revisit intention. Research implications or Originality - This study provides the bakery managers with the information to design their service and product. This study also contributes to the literature by understanding the consumer behavior more in the domain of bakery service.

목차

Ⅰ. Introduction

Ⅱ. Literature Review and Hypotheses Development

Ⅲ. Method

Ⅳ. Results

Ⅴ. Conclusion

References

키워드

Bakery Revisit intention Price Fairness Taste Product Variety Accessibility