커피전문점 소비자의 관계지속의도에 영향을 미치는 브랜드이미지의 매개효과 검정

• 영문명: A Study of the Mediating Effects of Cafe's Brand Images that affect on Consumer's Relationship Continuance Intention
• 발행기관: 관광경영학회
• 저자명: 정유준
• 간행물 정보: 『관광경영연구』제23권 제7호, 69~92쪽, 전체 24쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.12.31

영문 초록

Brand images are the strategic tool to give a feeling and an impression on customers. Favorable brand images will positively affect on consumer spending and relationship continuance intention. Therefore, the directors of cafe have to consider taking on a concept for brand images. Even though the importance of brand images in the cafe market, we don't understand its role exactly. This study focuses on mediating effects of cafe's brand images on between variables, and tries to give some suggestions for brand management. In order to achieve the purpose, the data was collected by both online and offline survey of consumers of cafes in S. Korea, from June, 1st, 2018 to July, 19th, 2018. And 217 valid samples were used for this study. And then SPSS 18.0 for Windows were used for the empirical analysis. This study found from the result that brand benefits affect on relationship continuance intention, and also there is mediating effects of brand images on the relationship between brand benefits and relationship continuance intention. Examining the results in detail, first, all brand benefits affect on relationship continuance intention. Second, brand's cognitive image has mediating effects on the relationships between all brand benefits and relationship continuance intention. Especially, cognitive image shows a complete mediating effect on between symbolic benefit and relationship continuance intention. Third, there is a partial mediating effect of brand's emotional image on between emotional benefit and relationship continuance intention. Based on the empirical findings, the limitations and implications about this study were discussed.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

Cafe Mediating Effect of Brand Image Brand Benefit Relationship Continuance Intention