디저트카페 소비자의 자아일치성과 소비가치, 행동의도 간의 관계

• 영문명: A Study of Relationship between Self-Congruity of Dessert Café's Consumer, Consumption Value, and Behavior Intention
• 발행기관: 관광경영학회
• 저자명: 강경태
• 간행물 정보: 『관광경영연구』제24권 제3호, 49~69쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.05.31

영문 초록

The purpose of this study is to verify the influencing relationship between self-congruity of dessert café's consumer, consumption value, and behavior intention. For the research, this study conducted a survey on consumers who have experience of using dessert café in Daegu and Gyeongbuk (Gyeongju, Ulsan) regions. The survey was conducted for 30 days from June 25, 2019 to July 24. Total of 425 questionnaires were distributed and 410 of them were collected. Based on the collected statistical analysis, this study verified the hypothesis using SPSS 18.0 and AMOS 18.0 package. The hypothesis verification results were as follows. First, in hypothesis 1, actual self-congruity had positive influence on consumption value. In hypothesis 2, ideal self-congruity had not a positive influence on consumption value. In hypothesis 3, consumption values had positive influence on behavior intention. This study provides guideline on strategic priority to actual self-congruity and ideal self-congruity for companies operating a dessert café. This study also suggests the strategic measures for maintaining the high rating on the dessert café by explaining the role of consumption value influencing on the formation of behavioral intention.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 성과분석

Ⅴ. 결 론

참고문헌

키워드

Self-Congruity Consumption Value Behavior Intention Dessert Café