커피전문점 이용고객의 경험적 가치가 브랜드 태도 및 브랜드 충성도에 미치는 영향

• 영문명: The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality
• 발행기관: 한국관광학회
• 저자명: 崔滎珉 李亨龍
• 간행물 정보: 『관광학연구』제35권 제3호, 243~266쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.04.30

영문 초록

This study was to examine the effect of coffee shop customers' experiential value on their brand attitude and brand loyalty. It also investigated the moderating effect of brand nationality on the relationship between the customers' experiential value and brand attitude/royalty . Data were collected from 491 coffee shop customers who visited three Korean brand and one American brand coffee shops in Seoul from late May to early July 2010. Results of a factor analysis yielded three dimensions of customers' experiential value (i.e. hedonic, functional, and economic value). Results of hierarchical regression analysis indicated that the respondents' hedonic and functional value significantly influenced both their brand attitude and brand loyalty, while economic value did not have a significant effect on brand attitude and brand loyalty. Results also showed that the effect of functional value on brand attitude was moderated by brand nationality. Implications, limitations and future research directions of the study were also discussed.

목차

Ⅰ. 서론

Ⅱ. 문헌고찰

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

커피전문점 경험적 가치 브랜드 태도 브랜드 충성도 Coffee shop Experiential value Brand attitude Brand loyalty