Earticle

초록

영어

This study attempts to derive the effect of perceived values (temporal value, psychological value, economic value) of coffee specialty store brand image (functional image, symbolic image, empirical image) on revisit intention. Therefore, it is intended to suggest the direction in which customer satisfaction with coffee shops leads to revisiting, and to present efficient management and detailed results of coffee shops. First, as a result of verifying the hypothesis 1 that the brand image of a coffee shop will affect the temporal value of perceived value, it was found that the brand image had a positive (+) effect on temporal value. Second, as a result of verifying the hypothesis 2 that the brand image of a coffee specialty store will affect the psychological value of perceived value, it was found that the brand image had a positive (+) effect on all psychological values. Third, as a result of verifying the hypothesis 3 that the brand image of a coffee shop will affect the economic value of perceived value, it was found that the brand image had a positive (+) effect on economic value. Fourth, as a result of verifying the hypothesis 4 that the perceived value of coffee specialty stores will affect the revisit intention, it was found that all perceived values had a positive (+) effect on the revisit intention.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 브랜드이미지
2. 지각된 가치
3. 재방문의도
Ⅲ. 연구설계
1. 연구모형
2. 설문지 구성
3. 자료수집 및 분석방법
4. 가설설정
5. 변수의 조작적 정의
Ⅳ. 분석결과
1. 표본의 인구통계학적특성
2. 측정도구에 대한 탐색적 요인분석 및 신뢰도분석
3. 연구가설 검증결과
Ⅴ. 결론
참고문헌

키워드

저자

• 신왕선 [ Shinwang sun | 청주 서원대학교 호텔외식조리학부교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338