프랜차이즈 도시락 제품속성이 지각된 가치와 재구매 의도에 미치는 영향

• 영문명: Effects of Product Attributes of Franchise Lunch Box on Consumer’s Perceived Value and Repurchase Intention
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이의연 안길석
• 간행물 정보: 『한국프랜차이즈경영연구』제14권 제1호, 39~55쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: This study is designed to grasp how consumers' beliefs about the lunch box attributes such as healthiness, diversity, price, hygiene, and package eco-friendliness affect consumers' perceived value and purchasing behavior. Research design, data, and methodology: The data were collected from 615 respondents composed of men and women aged 20 to 59 who purchased lunch box products and were sampled using the quota sampling method. An online survey was conducted. The data were analyzed using the measurement model and structural equation model assessment with SPSS 24 and SmartPLS 4.0. Results: First, healthiness, diversity, hygiene, and the price had a significant positive effect on the perceived functional value of consumers, but package eco-friendliness did not significantly affect functional value. On the other hand, healthiness, diversity, price, and package eco-friendliness were found to have a positive impact on consumers' perceived emotional value, but hygiene was found to have no significant effect on emotional value. It was found that functional and emotional values significantly positively affected repurchase intention. Conclusions: This study confirmed that consumers' belief in the product attributes of franchise lunch boxes influenced consumers' perceived value, which thus formed the attitude of consumers and showed a relationship that affects repurchase intention. At the end of this paper, the managerial implications for the franchise lunch box brand, the limitations of this study, and future research directions were presented.

목차

1. 서론

2. 이론적 고찰

3. 연구설계

4. 실증분석

5. 결론

References

키워드

프랜차이즈 도시락 도시락 제품속성 기능적가치 감정적 가치 재구매 의도 Franchise Lunch Box Lunch Box Product Attributes Functional Value Emotional Value Repurchase Intention