소비자의 가치관이 커피전문점 방문 의도에 미치는 영향

• 영문명: The Effect of Consumers Values on Behavior Intention in Coffee Shops: Using of RAT
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 남중헌(jungheon, Nam)
• 간행물 정보: 『한국프랜차이즈경영연구』제6권 제2호, 1~16쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

ABSTRACT The purpose of this study was to examine the structural relationships among consumer’s values(individualism and collectivism), attitude, subjective norms, and visit intention using reasoned action theory(RAT). The data were collected from 12 5 customers who visited coffee shops in Seoul and Kyonggi and were analyzed usin g structural equation modeling with SPSS and AMOS The result of the overall model analysis appeared as follows: χ2=11.347, df=2, p=0.003, GFI=0.966, NFI=0.946, CFI=0.954, RMR=0.05 The findings are as follows: First, collectivism had a positive influence on attitudes and subjective norms. Second, Individualism had a significant positive influence on attitude toward coffee shops, but not on subjective norms. Third, both attitude and subjective norm had positive effects on visit intention.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계 및 조사방법

Ⅳ. 실증분석

Ⅴ. 결론

키워드

가치관 태도 주관적 규범 방문 의도 합리적 행동이론 Values Attitude Subjective Norm Behavior Intention RAT