친환경 식품 전문점의 점포속성이 지각된 가치와 충성도에 미치는 영향

• 영문명: Effect of Eco-Friendly Food Store Attributes on Perceived Value and Loyalty: Moderating Effect of Delivery Service
• 발행기관: 한국프랜차이즈경영학회
• 간행물 정보: 『한국프랜차이즈경영연구』제13권 제2호, 33~51쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

Purpose: The online market is growing the most in history due to the expansion of non-face-to-face commerce. In addition, as consumers' interest in health, food safety, and environment increases, interest in and consumption of eco-friendly agricultural products is also increasing. Therefore, in the case of a specialty store that sells eco-friendly organic agricultural products, a marketing strategy that can increase customer loyalty by reflecting these consumer needs is necessary. In this study, the store attributes of eco-friendly food stores are classified into location, assortment, price, quality, and employee service, and the effect of each store attribute on utilitarian and hedonic value is investigated. Research design, data, and methodology: The subjects of this study were customers who visited an eco-friendly food store. Of the 511 survey responses, 311 were used for statistical verification, excluding 200 who had not visited within the last 3 months. For statistical analysis, Smart PLS 3.0 was used, and after checking the validity and reliability of the items, hypothesis testing was performed. Result: As a result of the study, it was found that assortment, quality, and employee service among store attributes had a positive (+) effect on utilitarian and hedonic value. Second, location had no significant effect on utilitarian and hedonic value. Third, price did not appear to have a positive (+) effect on the utilitarian value, and it was found to have a positive (+) effect on the hedonic value. Fourth, It was investigated whether the presence or absence of delivery service had an effect on store attributes between utilitarian and hedonic value, and it was found that there was a significant effect between employee service and hedonic value. Conclusions: Among eco-friendly food store environment management will be required in order to provide food that meets the tastes and needs of consumers by diversifying the taste, standard, and quality grade of food, and to maintain or improve the quality. In order to unlike other stores, eco-friendly food stores have high price resistance from the point of view of consumers, so it is necessary to diversify promotional media such as YouTube and SNS to raise awareness of eco-friendly organic food.

목차

1. 서론

2. 이론적 고찰과 연구가설

3. 연구방법

4. 분석결과

5. 결론

References

키워드

점포속성 실용적 가치 쾌락적 가치 고객 충성도 배송 서비스 SOR이론 Store Attributes Utilitarian Value Hedonic Value Customer Loyalty Delivery Service SOR Theory