Earticle

본 연구는 베트남 유학생의 한국 커피전문점 선택속성이 고객만족과 행동의도에 관한 연구로 서 커피전문점 선택속성인 브랜드 이미지, 상호교류성, 공간성(분위기), 제품품질(맛, 향기) 4 개 요인으로 구분하여 고객만족과 행동의도에 미치는 영향을 분석하고자 한다. 이의 분석을 통해 외국인의 커피전문점 선택속성을 고찰하여 이에 대응 전략을 수립하기도 할 뿐만 아니라 해당 국가로 프랜차이즈로 진출하기 위한 사전 조사를 위해서이다. 분석결과 커피전문점 선택속성 요인이 만족도 미치는 영향에서 첫째, 커피전문점의 브랜드 이 미지가 고객만족에 긍정적인 영향을 미치고 있는 것으로 나타났다. 둘째, 커피전문점의 상호 교류성이 고객만족에 긍정적인 영향을 미치고 있다. 셋째, 커피전문점 공간의 분위기가 사용 고객들에게 긍정적인 영향을 미치고 있는 것으로 나타났다. 넷째, 커피전문점 커피의 맛과 향 기에서 사용고객에게 긍정적인 영향을 미치고 있는 것으로 나타났다. 또한 커피전문점 선택 속성이 행동의도에 미치는 분석에서 첫째, 베트남 유학생은 커피전문점 의 브랜드 이미지에 따라 행동의도가 긍정적으로 나타나기 때문에 재 방문에 영향을 미치는 것으로 나타났다. 둘째, 베트남 유학생은 커피전문점의 상호교류성 때문에 커피전문점 선택의 행동의도에 긍정적으로 나타났다. 이는 재방문에 긍정적이라고 볼 수 있다. 셋째, 베트남 유학 생은 커피전문점의 선택속성에서 공간성과 분위기에 따라 행동의도가 긍정적으로 나타나, 재 방문하는 경향이 있는 것으로 나타났다. 그러나 넷째는 베트남 유학생들은 커피전문점을 방문 하는 행동의도에 커피의 맛이나 향기에 의해 방문하지 않는다는 결론을 얻었다. 따라서 커피 의 맛과 향기가 아니 다른 선택속성 요인에 의해 커피전문점을 방문한다는 의미이다. 이의 실 증 분석결과 커피전문점의 커피 맛이나 향기를 제외하고 모든 요인들이 커피전문점 선택에 긍정적인 행동의도를 보이고 있는 것으로 나타났다. 마지막으로 베트남 유학생의 한국 커피전문점 만족도가 행동의도에 미치는 영향을 분석해보 면, 커피전문점을 이용한 베트남 유학생은 커피전문점 만족도가 행동의도에 긍정적인 영향을 미치고 있는 것으로 보아, 재 방문에 의도가 있는 것으로 나타났다.

Purpose : This study is a study on customer satisfaction and behavioral intention of Korean coffee shop selection attributes of Vietnamese international students. The purpose of this study is to analyze the effect on customer satisfaction and behavioral intention. Through this analysis, it is not only to consider the selection attributes of foreigners' coffee shops and establish a response strategy, but also to conduct a preliminary investigation to advance into the country as a franchise. Research design, data, methodology : This study conducted an empirical analysis of the effect on the selection attributes of Korean coffee shops in terms of customer satisfaction and behavioral intention for Vietnamese students. The subject of analysis was a survey targeting Vietnamese students visiting Korean coffee shops. The survey period for this study was conducted from May 2019 to December 2019. A total of 300 questionnaires were distributed, 248 copies were collected, and 221 valid questionnaires were analyzed. For the measurement method, a Likert 5-point scale with 5 points for 'very much' and 1 point for 'very disagree' was used. An empirical analysis was conducted on satisfaction and behavioral intention according to selection attributes. Results : As a result of the analysis, first, the coffee shop's brand image was found to have a positive effect on customer satisfaction. Second, the interactive nature of coffee shops has a positive effect on customer satisfaction. Third, it was found that the atmosphere of the coffee shop space had a positive effect on the users. Fourth, it was found that the taste and aroma of coffee at coffee shops had a positive effect on customers. In addition, in the analysis of the coffee shop selection attributes on behavioral intention, first, it was found that Vietnamese international students had a positive behavioral intention according to the coffee shop's brand image, which had an effect on revisit. Second, Vietnamese students showed a positive attitude toward choosing a coffee shop because of the interactive nature of the coffee shop. This can be seen as a positive for revisit. Third, it was found that Vietnamese students had a tendency to revisit the coffee shop as their behavioral intention appeared positive according to the space and atmosphere in the selection attributes of the coffee shop. Fourth, however, it was concluded that Vietnamese students did not visit coffee shops because of the taste or aroma of coffee. Conclusions : Analysis of the effect of Vietnamese students' satisfaction with Korean coffee shops on their behavioral intentions showed that Vietnamese students who used coffee shops had an intention to revisit, as the satisfaction with coffee shops had a positive effect on their behavioral intentions.

본 연구는 온라인 여행사(OTA) 이용 여행자들의 최초 선택 시 중요하게 고려하는 요인과 재방문 시에는 온라인 여행사 선택요인이 중요도에서 어떻게 차이가 있는지 살펴보고, 이용 만족도에 영향을 끼치는선택요인을 분석하였으며 온라인 여행사(OTA)를 이용한 경험이 있거나 이용하고자 하는 여행자들의 온라인 여행사 선택에 영향을 끼치는 요인과 어떤 요인을 중요하게 생각하는지, 재방문 시에는 중요도에서 어떤 차이를 보이는지 살펴보고자 한다. 연구결과, 온라인여행사 최초 이용자와 재방문자 간의 재방문 시 선택속성 차이에 관한 검증 결과 “적극적인 컴플레인 해결태도, 변경 및 취소의 편리성, 티켓과 서류의 배송서비스, 컴플레인 제기 편리성, 서비스 보상제도, 최신정보의 갱신 신속성, 예약절차의 간편함, 과거 만족시켜 주었던 정도, 직원의 업무처리능력, 다양한 결제수단과 결제의 안전성, 오프라인 여행사와의 연계성”과같은 서비스 환경 구축과 강화에 중점을 두어야 함을 시사하고 있었다. 또한 최초 방문시 선택속성별 온라인 여행사에 대한 만족도 분석 결과 선택요인이 만족도에 영향을 미치고 있으며, 그 중 컴플레인 제기 편리성, 잘아는 직원의 유무, 적극적인 컴플레인 해결태도와 같은 A/S 환경요인이 만족도에 공헌하는 것으로나타났다. 불편민원 대응에 대한 적극적인 고객 서비스의식(Customer Satisfaction Mind)과 이용의 편리성등 체계적인 서비스 구조를 원하고 있으며, 이는 온라인 여행사의 생존과 발전을 위한 필요한 마케팅 전략이라는 점을 시사하고 재방문 시 선택속성별 온라인여행사에 대한 만족도의 경우 최초 방문자를 표적시장으로 한 마케팅 집중전략이 유효하며, 이는 온라인여행사의 생존을 위한 필수 마케팅 추진전략의 일환(一 環)이라는 점을 시사하고 있다.

As a new type of business model in the market competition situation of tour companies, this study has developed to the online form of the travel industry to the business form which is the combination of the electronic commerce function and the mobile service process in the provision of the simple web-site, This study explores the difficulties of change for the development of the travel industry from the point of view that recognition is not a simple marketing strategy diversification means but a change of recognition as a business model for expanding new markets or creating new markets. The factors affecting the choice of online travel agent (OTA) and the factors that influence the choice of online travel agency were analyzed. Were used for the empirical survey. The purpose of this study is to investigate the factors influencing the choice of online travel agents who have experience with or experience using online travel agency (OTA), what factors are important to them, and how they differ in importance when visiting again. The results of this study are as follows: First, there was a significant difference between the first and second visitors of online travel agencies. The results of this study were as follows: Attitude toward resolving complaints, convenience of change and cancellation, delivery of tickets and documents, convenience of complaints, The emphasis should be on establishing and strengthening service environments such as the speed of updating the latest information, the simplicity of the booking procedure, the degree of satisfaction of the past, the ability of employees to handle their work, the safety of various payment methods and settlement, The results of this study are as follows: First, the satisfaction of the online travel agency is influenced by the selection factors of the selected online tour agency, and the A/S such as the convenience of prompt delivery, Environmental factors contributed to satisfaction. It is suggested that the systematic service structure such as customer satisfaction and ease of use is a necessary marketing strategy for survival and development of online travel agencies. It is suggested that the marketing concentration strategy with the first visitors as the target market is effective and this is a part of the marketing strategy for the survival of online travel agencies.

본 연구는 기존의 주류 선택속성 연구를 바탕으로 관광객의 전통주의 선택속성을 찾고, 관광객의 특성에 따라 전통주의 선택속성이 달라지는가를 알아보고자 하였다. 관광객의 전통주의 선택속성요인으로서 ‘복분자주 인식’ 요인, ‘복분자주 특성’ 요 인, ‘복분자주 정보’ 요인, ‘복분자주 브랜드 가치’ 요인의 네 가지 요인이 도출되었다. 또한, 관광객의 인구통계학적 특성과 관광행태적 특성에 따른 전통주의 선택속성 요 인은 부분적으로 유의한 차이가 있는 것으로 나타났다. 인구통계학적 특성에서는 연 령, 월평균소득은 ‘복분자주 브랜드 가치’ 요인에서 유의한 차이가 나타났고, 거주지에 서는 ‘복분자주 정보’ 요인에서 유의한 차이가 나타났다. 관광행태적 특성에서는 방문 횟수는 ‘복분자주 정보’ 요인, ‘복분자주 브랜드 가치’ 요인에서 유의한 차이가 나타났 고, 방문전 인식과 방문동반자에서는 ‘복분자주 브랜드 가치’ 요인에서 유의한 차이가 나타났다. 본 연구는 기존의 주류 선택속성으로부터 전통주의 고유한 속성을 도출하였으며, 제 3회 고창 복분자 축제에서 실증조사 한 결과, 관광객이 전통주를 선택하는데 영향 을 미치는 결정 요인을 밝혀냄으로써 지역축제 마케터에게 유용한 참고자료가 될 수 있다는 데 의의가 있다. 향후에는 우리의 전통주인 복분자주를 세계적으로 알리고, 프랑스의 와인 관광과 같은 전통주를 중심으로 한 관광 상품을 개발하여, 관광발전에 기여할 수 있는 연구가 진행되어야 할 것이다.

In this study, efforts were made to find out selection attributes of Korean traditional liquor by tourists on the basis of studies on selection attributes of existing liquor and also to find out whether those selection attributes undergo certain changes depending on the characteristics of tourists. As factors for selection attributes of Korean traditional liquor by tourists, four factors have been singled out: ‘recognition of Bokbunja wine’ factor, ‘characteristics of Bokbunja wine’ factor, ‘information of Bokbunja wine’ factor, and ‘brand value of Bokbunja wine’ factor. At the same time, it was found out that there was a partially meaningful difference in selection attributes factor of Korean traditional liquor depending on population statistical characteristics and tourist behavior characteristics. In population statistical characteristics, age and average monthly income revealed a meaningful difference in ‘brand value of Bokbunja’ factor, and place of residence revealed a meaningful difference in ‘information of Bokbunja wine’ factor. In tourist behavior characteristics, number of visits revealed a meaningful difference in ‘information of Bokbunja’ factor and ‘brand value of Bokbunja’ factor. And recognition before visit and visit partner revealed a meaningful difference in ‘brand value of Bokbunja wine’ factor. This study derived unique attributes of Korean traditional liquor from selection attributes of existing liquor. As a result of an empirical survey conducted in the 3rd Gochang Bokbunja Festival, it proved its significance in that it has uncovered decisive factors affecting tourists' selection of traditional liquor, providing useful reference data for local festival marketers. What we need in the future would be the kind of studies that inform Bokbunja wine, Korea’ traditional liquor, to the world, develop a tourist commodity centered on traditional liquor like the wine tour of France, thus contributing to the development of a tourist industry.

[목적] 본 연구는 파크골프 참여자가 인식하는 파크골프장 선택속성이 지각가치와 참여지속의도에 미치는 영향을 규명하는 것을 목적으로 한다. [방법] 편의표본추출범을 사용하여 2025년 10월 한달동안 충청지역 파크골프장을 이용한 소비자를 대상으로 설문을 실시하였으며, 회수된 160부 중 156부(97.5%)를 최종 자료분석에 포함하였다. 자료 분석을 위해 SPSS 23.0 및 AMOS 23.0을 사용하여 빈도분석과 확인적 요인분석, 상관관계 및 구조방정식모형(SEM) 분석을 실행하였다. [결과] 파크골프 이용자들이 인식하는 선택속성은 지각가치와 참여지속의도에 모두 통계적으로 유의한 정(+)의 영향을 미쳤으며, 지각가치도 마찬가리로 참여지속의도에 통계적으로 유의한 정(+)의 영향을 보였다. 또한, 지각가치는 파크골프장 선택속성과 참여지속의도 간의 관계에 있어 부분적 매개효과를 지닌 것으로 나타냈다. [결론] 파크골프 이용자의 파크골프에 대한 참여지속의도를 높이기 위해서는 가격, 코스품질, 인적서비스, 접근성 등의 핵심 선택속성에 대한 강화와 긍정적인 파크골프장 이용경험을 토대로 지각가치를 제고하는 전략이 요구된다.

[Purpose] This study aimed to investigate the influence of park golf course selection attributes perceived by park golf participants on perceived value and intention to adhere participation. [Method] A convenience sample was used to conduct a survey of park golf consumers in the Chungcheong region during October 2025. Of the 160 surveys collected, 156 (97.5%) were included in the final data analysis. Data were analyzed using SPSS 23.0 and AMOS 23.0, including frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling (SEM). [Result] The selection attributes perceived by park golf users had a statistically significant positive effect on both perceived value and intention to adhere participation. Perceived value also showed a statistically significant positive effect on intention to adhere participation. Furthermore, perceived value had a partial mediating effect on the relationship between park golf course selection attributes and intention to continue participation. [Conclusion] To increase park golf consumers' participation adherence, an effective strategy is needed to enhance perceived value by reinforcing key selection factors and engagement expriences.

[목적] 본 연구는 골프 참여자들을 대상으로 게임 유형을 필드 골프, 스크린 골프, 혼합형으로 분류하고 그에 따른 선택속성의 수행도-중요도 차이를 IPA기법을 활용하여 비교하는데 목적이 있다. [방법] 목적을 달성하기 위해 경북, 대구 지역의 골프 참여자 중 필드 골프와 스크린 골프 두 유형을 모두 경험한 318명을 대상으로 설문지를 배포하여 자료를 수집하였으며, SPSS 21.0 version과 IPA 통계 기법을 사용하였다. [결과] 골프 게임 유형에 따른 선택속성의 수행도와 중요도는 요인별로 유의한 차이가 있었다. 골프 참여자의 골프 게임 유형별 상대적 수행도-중요도를 비교 한 결과, 3개 유형 모두 제 1 사분면에 접근성이 위치했고, 제 3 사분면에 편의성이 위치했다. [결론] 골프 참여자들 은 접근이 용이한 위치에 있는 골프장을 선호하고, 가격대가 낮고 가까운 곳에서 쉽게 즐길 수 있는 장소를 선택하 는 것으로 판단된다.

[Purpose] The purpose of this study is to classify game types into field type, screen type, and mixed type for golf participants, and to compare performance-importance differences of selection attributes using IPA analysis. [Method] To achieve this goal, a questionnaire was collected and distributed to 318 golf participants from Gyeongbuk and Daegu who experienced both filed golf and screen golf. SPSS 21.0 version and IPA statistics were used for the analysis. [Result] There were significant differences in the performance and importance of the selection attributes according to the game type. As a result of comparing the relative performance-importance of each game type by golf participants, all three types had accessibility in the first quadrant and convenience in the third quadrant. [Conclusion] Golf participants prefer golf courses in locations that are easily accessible, and are determined to choose places that can be easily enjoyed at low prices and close proximity.

본 연구는 수정된 IPA 기법을 활용하여, 골프 연습장 선택속성의 우선순위 분석을 통해 점차 치열해지고 있는 국내 골프 연습장의 경쟁우위 선점을 위한 마케팅 전략 수립과 교육환경 개선의 기초자료를 제공하고자 연구를 수행하였다. 자료처리방법으로는 SPSS 27.0과 Excel 2019버전을 활용하여 빈도분석, 탐색적요인분석, 신뢰도분석, 편상관분석을 활용하였다. 그 결과 첫째, 골프 연습장 선택속성의 상대적 중요도의 우선순위 결과(6순위), 서비스 2개 항목과 시설 4개 항목이, 낮은 만족도를 보이는 항목(하위 6순위)은 시설 1개 항목과 비용 3개, 프로그램 1개, 홍보 3개 항목으로 나타났다. 셋째, 골프 연습장의 수정된 IPA 매트릭스 분석결과, 제 Ⅰ사분면에는 4개 항목이 위치하는 것으로 나타났으며, 제 Ⅱ사분면의 경우 5개 항목이, 제 Ⅲ사분면에는 7개 항목이 위치하는 것으로 나타났고, 제 Ⅳ사분면에는 3개 항목이 위치하는 것으로 나타났다.

This study employed a modified Importance–Performance Analysis (IPA) technique to analyze the priorities of golf driving range selection attributes, with the aim of providing foundational data for establishing marketing strategies and improving educational environments to secure a competitive advantage in the increasingly competitive domestic golf driving range industry. For data analysis, frequency analysis, exploratory factor analysis, reliability analysis, and partial correlation analysis were conducted using SPSS 27.0 and Excel 2019. The findings were as follows. First, regarding the priority of the relative importance of golf driving range selection attributes, the top-ranked attributes (top six) consisted of two service-related factors and four facility-related factors, whereas the attributes with lower satisfaction levels (bottom six) included one facility-related factor, three cost-related factors, one program-related factor, and three promotion-related factors. Second, the results of the modified IPA matrix analysis revealed that four attributes were positioned in Quadrant I, five attributes in Quadrant II, seven attributes in Quadrant III, and three attributes in Quadrant IV.

본 연구는 펜싱클럽 참여자의 선택속성과 만족도, 지속참여의사의 관계를 규명하는데 목적이 있다. 연구의 목적 을 달성하기 위하여 서울 및 경기 소재 펜싱클럽 4곳에서 생활체육으로 펜싱을 하고 있는 10대 이상 참여자를 대상으로 편의표본추출법을 활용하여 표본을 추출하였다. 총 225부를 자료 분석에 사용하였으며, 자료 분석은 SPSS 24.0 version의 통계패키지 프로그램을 이용하였다. 자료처리방법으로는 빈도분석과 기술통계분석, 탐색적 요인분석, 신뢰 도 분석, 다중회귀분석 및 단순회귀분석을 실시하였으며, 이를 통한 결과는 다음과 같다. 첫째, 펜싱클럽 선택속성 중 지도자는 참여자의 만족도에 영향을 미치는 것으로 나타났다. 둘째, 펜싱클럽 선택속성 중 지도자, 프로그램, 시설 및 장비는 참여자의 지속참여의사에 영향을 미치는 것으로 나타났다. 마지막으로 참여자의 만족도는 지속참여의사에 영향 을 미치는 것으로 나타났다.

The purpose of this study is to investigate the relationship between the selection attributes, satisfaction, and intention to continue participating in fencing club participants. In order to achieve the purpose of the study, samples were extracted using the convenience sampling method for participants over 10 years of age who are fencing as daily sports at four fencing clubs in Seoul and Gyeonggi Province. A total of 225 copies were used for data analysis, and data analysis was conducted using the statistical package program of SPSS 24.0 version. Frequency analysis, descriptive statistical analysis, exploratory factor analysis, reliability analysis, multiple regression analysis, and simple regression analysis were performed as data processing methods, and the results of this are as follows. First, among the fencing club selection attributes, the leader was found to have an effect on the participant's satisfaction. Second, among the fencing club selection attributes, leaders, programs, facilities, and equipment were found to have an effect on the participant's intention to continue participating. Finally, it was found that the participant's satisfaction had an effect on the intention to continue participating.

[목적] 이 연구의 목적은 Kano모델을 적용하여 밀레니얼 소비자의 골프웨어 브랜드의 선택속성을 분석하고, 이를 바 탕으로 고객만족도와 브랜드 충성도와 관련된 요인을 파악하는 것이다. [방법] 2022년 3월 01일~3월 15일까지 밀레 니얼 세대 중 골프웨어를 구매한 경험이 있는 소비자를 대상으로 하였고, 설문조사는 온/오프라인 설문을 병행하여 실시하였으며, 설문 응답은 266명이 참여하였다. [결과] 첫째, 밀레니얼 세대 소비자들은 차별화된 디자인 요소와 가 격, 편리성 부분에서 매력적이라고 느꼈고, 골프웨어라는 특성에 맞춰 우수한 기능성을 가진 상품일수록 고객은 구 매행동을 보이는 것으로 나타났다. 둘째, 밀레니얼 세대 소비자들은 골프웨어의 디자인, 인지도, 우수한 기능성 등이 우수할수록 고객만족계수가 높은 것으로 나타났다. 셋째, 밀레니얼 세대 소비자는 현재 골프웨어 브랜드에 대해 적 절한 가격과 우수한 기능을 가진 상품성에서 만족감을 느끼는 것으로 나타났다. [결론] 트렌디한 디자인 개발과 홍 보, 적절한 가격, 상품 기능의 업그레이드, 다양한 체형에 맞는 상품 개발 등의 노력이 지속적으로 이루어져야 한다.

[Purpose] The purpose of this study is to analyze the selection attributes of golf wear brands of millennial consumers by applying the Kano model, and to identify factors related to customer satisfaction and brand loyalty based on this. [Method] From March 01 to March 15, 2022, consumers who have purchased golf wear among millennials were surveyed, and the survey was conducted in parallel with online and offline surveys, and 266 respondents participated in the survey. [Result] First, differentiated design, price, and convenience were included in attractive factors, and functionality-related factors were included in one-dimensional factors. Second, the better the design, awareness, and excellent functionality of golf wear, the higher the customer satisfaction coefficient. Third, it was found that they were satisfied with the current golf wear brand's marketability with appropriate prices and excellent functions. [Conclusion] Efforts should be made continuously to develop and promote trendy designs, set appropriate prices, upgrade product functions, and develop products suitable for various body types.

본 연구의 목적은 스크린골프장 이용자 선택속성요인의 상대적 중요도를 체계적으로 규명하고자 하였다. 이를 바탕으로 스크린골프장의 효율적 운영과 지속가능한 성장에 가치 있는 정보를 제공하는데 연구의 필요성이 있다. 연구문 제를 해결하기 위하여 5인의 전문가를 대상으로 델파이 분석을 실시하였고, 이를 통해 본 조사에 이용할 쌍대 비교 설문을 개발하였다. 스크린골프장 이용자를 모집단으로 선정하였고, 본 조사는 전라북도 소재의 스크린골프장 이용자를 표본으 로 쌍대비교를 실시하였다. 통계처리는 SPSS Win Ver. 24.0과 Microsoft Office Excel 2016을 활용하여 실증분석 하였다. 실증분석 결과 첫째, 스크린골프장 이용자의 선택속성요인 중 평가영역의 상대적 중요도를 살펴보면, 프로그램요 인, 접근성요인, 촉진활동요인, 가격요인, 시설요인의 순으로 평가되었다. 평가영역에 따른 세부 평가항목의 상대적 중요 도를 살펴보면, 시설요인의 경우, 내부 환경시설 청결성이 가장 우선시 되었고, 가격요인에서는 할인제도 고려가 가장 우선시 되었으며, 접근성요인에서는 접근의 용이성이 가장 우선시 되었다. 또한, 촉진활동요인에서는 이벤트의 고려가 가장 우선시 되었고, 프로그램요인에서는 실제 골프장과의 유사성이 가장 우선시 되었다. 둘째, 복합가중치를 고려한 스크린골프장 이용자의 선택속성요인 전체항목의 우선순위를 살펴보면, 실제 골프장과의 유사성, 접근의 용이성, 주차시 설의 편리성, 이벤트의 고려, 서비스 제공의 고려 등이 상위권에 위치하였고, 편의시설, 정보 제공의 고려, 적절한 이용요 금, 부대시설 등이 하위권에 위치하였다.

The purpose of this research was drawing relative importance of selection attributes factors in screen golf club users. For this purpose, the Delphi survey was carried out by five gurus and an hierarchy structure was established with agreed survey questions in the third round. Based on this, pair-wise comparison questionnaires were developed. The research targeted screen golf club users. Through a consistency test, samples with the lack of reliability were excluded and SPSS WIN Ver. 24.0 and Microsoft Office Excel 2016 were used for data process. The following results came from the research. First, the relative importance in evaluation field of selection attributes factors in screen golf club user was program factor, accessibility factor, promotion factor, price factor, facilities factor. And the cleanliness of internal environment in the facilities factor among evaluation items, consideration of discount system in the price factor occupied in a top rank. The ease of access in the accessibility factor among evaluation items, consideration of event in the promotion factor occupied in a top rank. The similarity with golf courses in the program factor occupied in a top rank. Second, the similarity with golf courses, ease of access, convenience of parking facilities, consideration of event, consideration for service provision held high ranks in all factors, but the convenient facilities, consideration of information provision, proper service charge, additional facilities held low in it.

축구의 용품시장은 국내, 국외의 다양한 브랜드로 형성되어 경쟁이 심화되고 있다. 특히, 축구공은 축구의 직접 참여를 위해 필요한 용품 중 가장 필수적이기 때문에 스포츠 기업들 간에 경쟁에서 우위를 점하기 위해서는 소비자의 구매에 결정적인 영향을 끼치는 축구공 선택속성에 대한 정확한 시장조사 및 소비자들의 요구에 대한 분석이 필요해졌 다. 본 연구에서는 기존에 분석방법에서 탈피하여 빅데이터 분석기법 중 텍스트 마이닝 분석 방법을 적용함으로써 보다 객관적이고 현실적인 방안을 마련하여 소비자들의 요구를 파악하고자 했다. 소비자의 최신 트렌드를 반영한 축구공의 선택속성을 텍스트 마이닝 분석을 통해 알아보는데 그 목적이 있으며, 연구 목적을 달성하기 위해 최근 1년간 블로그의 빅데이터를 수집하여 분석한 결과 다음과 같은 결론을 얻었다. 분석결과 첫째, 축구공의 주요 선택 요인은 제품 기능 이 였다. 둘째, 축구공 제품 기능 중 디자인적 요소를 가장 중요시 여기며 멋지고 밝은 디자인의 튼튼한 축구공을 선호했다. 셋째, 축구공은 경기장에서 가장 많이 사용되다. 넷째, 축구공은 블로그를 통해 가장 많은 정보를 얻고 있다. 다섯째, 축 구공은 대형마트와 백화점 등 오프라인 구매가 높은 것으로 나타났다. 분석 결과를 토대로 축구공 선택속성으로 축구공 제작 및 판매 전략을 제시했다.

Competition is intensifying as the soccer equipment market is formed with various brands from a domestic and foreign country. Especially, since soccer balls are the most essential items to directly participate in soccer, it is crucial to gain the upper hand among sports companies, analyze accurate market research, and examine consumers' demands on the selection of a soccer ball significantly influencing consumers' purchase. Apart from the existing analysis methods, this study sought to identify consumers' needs through more objective and realistic methods applying the text mining analysis method among big data analysis techniques. The purpose of this study was to explore the selection attributes of soccer balls reflecting the latest trend of consumers through text mining analysis. The results of collecting and analyzing big data from blogs over the past year to achieve research objectives appeared as follows. First of all, the main choice of a soccer ball was a product function. Second, a design factor was considered as the most important of the functions of the soccer ball, and a strong soccer ball was preferred with a nice and bright design. Third, a soccer ball was used most in stadiums. Fourth, much information about a soccer ball was mostly obtained through a blog. Lastly, a soccer ball was mainly purchased in offline markets such as large malls and department stores. Based on the analysis of the results about the selection attributes of soccer a ball, strategies for developing and selling a soccer ball were presented.

The purpose of this study is to empirically analyze the determinants of wetland visit demand through theoretical setting and application of the wetland visit demand model. The awareness of the function and value provided by the Suncheon Wetland is increasing, and it is possible to provide the necessary information to improve the frequency of visits and the visiting utility of consumers by identifying the determinants that affect the demand for visiting the wetland at the present time. In this study, 375 valid samples were used for the analysis of the visitors who visited the Suncheon Wetland The dependent variable used in the model is the number of visits to the Suncheon Wetland. The explanatory variables were included in the model, with the visiting optional attributes and demographic characteristics. The data of this study were estimated by using the Truncated Negative Binomial distribution(TNB) model as an approach to solve the over-distribution problem because the variance exceeded the mean and the characteristic of dispersion. As a result of the TNB model analysis, it was found that the companion type had a positive effect at the 1% significance level and the purpose of the visit at the 5% significance level in the demographic characteristic variable, while the negative effect had the 1% significance level in the age. The diversity of landscapes selected at the wetland visiting property has a significant effect at the 5% significance level and the essential characteristics of the wetland at the 10% significance level.

This study of Jeonju Hanok Village, famous for its cultural attractions, was selected as a tourist attraction in Korea and a traditional Korean city in 2010. Jeonju Hanok Village can be regarded as one of Korea's representative cultural and touristic areas with about 700 Korean Traditional houses, Hanji, Korean cuisine and various cultural attractions. The city itself is an excellent tourist destination, an important place where tourism activities take place, is based on natural resources, and has a variety of tourism resources. Therefore, the city has a great potential as a tourism resource in that it can effectively utilize its facilities and resources. There are many researches related to Jeonju Hanok Village and tourists in Jeonju Hanok Village. However, there are not many studies on the effects of lodging selection attribute, tourist satisfaction and behavioral intention in Jeonju Hanok Village. Therefore, it is necessary to clarify the influence of the selection of lodging in Jeonju Hanok Village and the tourist satisfaction and behavioral intention of Jeonju Hanok Village.

The purpose of this is study was to identify the influence that the selection attributes and trust in instructors of yoga centers has on the behavior after participating. The instrument for data collection was a questionnaire in which selection attributes scale as amended and supplemented by Kim(2008), Trust in instructors scale as amended and supplemented by Podsakoff(1990), Behavior after participating scale as amended and supplemented by Lee(2011). 280 subjects were selected from the yoga participants by the stratified cluster sampling method. among these selected subjects, 262 responded, and data analyses consisted of employing frequency analysis, factor analysis, multiple correlation, multiple regression analysis using SPSS/PC+ version 15.0. The following results were obtained: 1. It was found that selection attributes of participants in yoga has an influence on the trust in instructors. 2. It was found that selection attributes of participants in yoga has an influence on the behavior after participating. 3. It was found that trust in instructors of participants in yoga has an influence on the behavior after participating.

In this study, the selection attributes of Yaksun food, customer satisfaction and loyalty was to identify any impact. In addition, Yaksun food choice perceived value, depending on the moderating effect of food affects customer satisfaction through empirical analysis to determine the structural relationship study. Studies conducted by the verification of this hypothesis results are summarized as follows. First, the "customer satisfaction Yaksun food selection attributions will affect the definition of a significant" factor in Yaksun food of selection attributions of sensory price factors, nutritional health define the factors that affect customer satisfaction appeared to be part of the hypothesis is was adopted. Second, the "Customer satisfaction is defined loyalty will affect a significant" as defined in the customer satisfaction is the loyalty shown to affect the adoption of the hypothesis. Third, the "perceived value and Yaksun food selection will regulate the relationship between customer satisfaction" factor in the perceived value of the perceived value of the select attribute factors, sensory price factors, nutritional health and factors regulate the relationship between customer satisfaction.

This study attempted to investigate the mediating effects of selection attributes in the influence of beauty salon consumption values on behavioral intention against baby boomer women. The collected data were analyzed, using SPSS 26.0. For the analysis of subjects’ demographic characteristics, frequency analysis was performed. To examine baby boomers’ consumption values, beauty salon selection attributes and behavioral intention, descriptive statistics was conducted. For the analysis of the mediating effects of beauty salon selection attributes in the effects of consumption values on behavioral intention, in addition, hierarchical regression analysis was performed, and the results found the followings: First, consumption values had a statistically significant influence on social, emotional, functional and conditional values (physical images). In the effects of consumption values on personal images, a statistically significant influence was observed in emotional, epistemic and conditional values. Second, in the mediating effects of selection attributes on physical images, partial mediation effects were found in social, emotional and epistemic values while functional and conditional values revealed full mediation effects. In personal images, partial mediation effects were observed in social, emotional and epistemic values.

本研究旨在探讨婴儿潮一代女性的美容院消费价值对行为意愿的影响和选择属性的媒介效 果􀕶本研究的数据统计运用SPSS 26.0程序进行分析􎨳人口统计学特征则用频率进行分析􀕶为 了解婴儿潮一代的消费价值􀕵美容院的选择属性􀕵行为意图现状􎨳我们进行了技术统计分 析􎩂为调查美容院选择属性在婴儿潮一代消费价值对行为意图影响中的媒介效应􎨳进行了等 级回归分析􀕶研究结果显示􎩁首先􎨳消费价值对物理形象的影响表明􎨳消费价值对社会性􀕵 情感性􀕵功能性和情景性价值影响显著􎩂而对人文形象的影响而言􎨳较显著的有情感性􀕵珍 贵性􀕵情景性价值􀕶其次􎨳针对选择属性的媒介效应而言􎨳在物理形象上􎨳社会价值􀕵情感 价值􀕵珍贵价值的起了部分媒介作用􎨳可能价值和情景价值起到了完全媒介作用􀕶 最后􎨳在 人际形象上􎨳社会价值􀕵感情价值􀕵珍贵价值具有部分媒介效果.

[목적] 본 연구는 골프관광의 선택속성을 파악하고 골프관광객이 지각한 관광만족 및 행동의도의 관계를 파악하 여 골프장 서비스품질 향상 및 골프관광 상품을 판매하는 마케팅 전략에 필요한 시사점을 도출하는데 목적이 있 다. [방법] 이를 위해 2021년 1월, 골프관광 경험이 있는 관광객을 대상으로 250부의 설문지를 배포하고 총 232부 를 회수 후 SPSS 25.0을 활용하여 최종 분석하였다. [결과] 도출된 결과, 첫째, 골프관광 이용객의 선택속성 중 관 광목적, 골프목적, 심리목적 요인이 관광만족에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 둘째, 골프관 광 이용객의 선택속성 중 관광목적, 골프목적, 심리목적 요인이 행동의도에 통계적으로 유의한 영향을 미치는 것 으로 나타났다. [결론] 분석된 자료를 통해 골프방문객 확대 방안, 서비스 향상, 나아가 골프장 기업의 매출 향상 등을 위한 기초적인 단서로 활용될 수 있음에 기대하며, 향후 전염병의 확산이나 코로나-19 사태 등을 비롯하여 시장에 따른 경영 상황의 변화들에 앞장서 스스로의 경쟁력을 갖추기 위한 차별화 전략을 검토해보고 더욱 효율 적이고 새로운 정책과 방향이 주목되길 기대한다.

[Purpose] The purpose of this study is to identify the selection attributes of golf tourism and to identify the relationship between tourism satisfaction and behavioral intentions perceived by golf tourists, and to derive implications for marketing strategies to improve golf course service quality and sell golf tourism products. [Method] To this end, in January 2021, 250 questionnaires were distributed to tourists with golf tourism experience, a total of 232 copies were collected, and final analysis was performed using SPSS 25.0. [Result] As a result, first, among the selection attributes of golf tourism users, tourism purpose, golf purpose, and psychological purpose factors were found to have a statistically significant effect on tourism satisfaction. Second, among the selection attributes of golf tourism users, tourism purpose, golf purpose, and psychological purpose factors were found to have a statistically significant effect on behavioral intention. [Conclusion] It is expected that the analyzed data can be used as a basic clue for expanding golf visitors, improving services, and further improving sales of golf course companies. It is expected that more efficient and new policies and directions will be noticed by reviewing differentiation strategies to take the lead in changing the situation and equipping themselves with competitiveness.

본 연구는 코로나 19로 인해 급속하게 증가하고 있는 배달서비스 분야에서 소비자들이 중요하게 여기 는 선택속성에 대하여 알아보고, 소비자들의 태도와 신뢰를 통해 재구매로 이어지는 영향관계에 대하여 살펴보고자 조사를 진행하고 실증분석을 실시하였다. 이를 위하여 배달서비스를 전문으로 하거나, 코로 나 19로 인해 어려움을 타개하기 위한 목적으로 배달 서비스를 추가로 시작한 프랜차이즈 가맹점을 이용 해 본 경험이 있는 소지자들을 대상으로 설문을 진행하였다. 설문은 2021년 8월 1일부터 15일에 걸쳐 총 350명을 대상으로 온라인으로 진행하였으며, 응답이 불완전하거나 불성실한 응답을 한 23부를 제외한 327부의 유효표본에 대하여 구조방정식을 이용하여 가설을 검증하였다. 분석결과는 첫째, 선택속성의 하 위요인 중 주문시스템 품질, 브랜드 이미지, 음식품질은 소비자 태도에 정(+)의 영향을 미치는 것으로 나 타났으나 가격은 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 주문시스템 품질, 브랜드 이미지, 음 식품질은 신뢰에 유의한 영향을 미치는 것으로 나타났으나, 가격은 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 가격, 브랜드 이미지, 음식품질은 재구매 의도에 유의한 영향을 미치는 것으로 나 타났으나 주문시스템 품질은 유의한 영향이 없는 것으로 나타났다. 넷째, 소비자 태도와 신뢰는 재구매 의도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 본 연구는 배달 앱 선택속성에 대한 소수의 연구 들에서 배달서비스 전반적인 선택속성으로 확장한 연구로서 그 의의가 있다. 이러한 연구 결과를 바탕으 로 결론에 본 연구의 한계점과 시사점을 제시하였다.

The purpose of this study is to identify the causal relationships between selection attributes of franchisee's delivery service, consumer attitude, trust and repurchase intention. To verify the hypotheses, a total of 327 data were analyzed by using structural equation models. The major findings are as follows. First, among the selection attributes, order system quality, brand image, and food quality were found to have a positive (+) effect on consumer attitudes, but price did not have a statistically significant effect. Second, it was found that the quality of the ordering system, brand image, and food quality had a significant effect on trust, but the price did not. Third, price, brand image, and food quality had a significant effect on repurchase intention, but the quality of the ordering system did not have a significant effect. Fourth, consumer attitude and trust had a significant effect on repurchase intention. Finally, theoretical and managerial implications are discussed.

The purpose of this study was to extract and analyze the extensive review data of tourists accumulated on the Tripadvisor travel community website to identify the restaurant selection attributes and preference factors of foreign tourists, and to derive meaningful results. In order to identify restaurant selection attributes and important preference factors in online reviews generated by restaurant customers, data was refined through text mining techniques and text network analysis was performed to reveal the structural with restaurant selection attributes. For the texts extracted by crawling, a frequency matrix was created by the word frequency list and key words using the TEXTOM program. Also, using Netdraw programs, visualized the results of the sementic network analysis and centreality of the extracted words and the structural equivalence of the words. As a result of the analysis, food, restaurant, good, place, korean, seoul, try, service and great words were found to be the main attributes in frequency and centrality. Additionally the attributes were categorized atmosphere, value, purpose and food by CONCOR analysis. Based on these findings, I would like to present theoretical and practical implications for market segmentation and marketing strategies to the restaurant industry.

This study aims to identify the desire of consumers to select restaurants using Instagram, which has recently become common as an information retrieval tool, to understand the influence of restaurant selection attributes and behavior. This research analysis was conducted on consumers who had selected restaurants using Instagram and based on 315 copies of questionnaire data. Studies have shown that, first, prices and food, interior design, and services influence behavioral intentions. Second, interiors and services have been shown to affect Instagram characteristics. Third, Instagram characteristics have been shown to affect behavioral intentions. Fourth, Instagram features have a partial effect on interior design and behavioral intentions, and a full effect on service and behavioral intentions. Finally, the significance of this paper is the lack of research on restaurant selection attributes centered on Instagram, which means that the scope of the study has been expanded by comprehensively analyzing the restaurant selection attributes and behaviors. Nevertheless, there is a limit to the sample. There will be differences depending on the age of using Instagram, and future studies will need to present marketing measures through differentiation by age group through research through allocation samples by age.

이 연구는 대학 스키수업 수업환경의 선택속성에 대한 중요도와 만족도 간의 차이를 비교 분석하여, 수요자 중심의 수업환경을 제공하는데 그 목적이 있다. 이러한 목적을 달성하기 위하여 서울, 충청, 경북지역에 소재하고 있는 대학에서 편의표집(convenient sampling)방법에 의해 300명을 조상대상으로 선정하였으며, 회수되지 않은 설문지 및 불성실하게 응답된 자료를 제외하여 최종적으로 221명을 표본으로 추출하였다. 자료 수집을 위한 측정도구는 설문지로 해당 분야의 전문가 검토와 요인분석에 의해 타당도를 검증받았으며, 신뢰도는 Cronbach's alpha값 .747∼.891로 나타났다. 이상의 과정을 거쳐 윈도우 SPSS 21.0 버전 통계프로그램을 이용하여 기술통계분석, 대응표본 t검정, IPA(Importance-Performance Analysis)분석을 실시한 결과는 다음과 같다. 첫째, 대학 스키수업 참가 학생의 스키수업환경 선택속성 중요도와 만족도 간에는 유의한 차이가 있다. 둘째, 제Ⅰ사분면은 식사요인과 정보제공 요인이 포함되었다. 제Ⅱ사분면은 교·강사요인, 강습프로그램, 정보제공, 숙소요인이 포함되었다. Ⅲ사분면은 숙소요인, 식사요인, 입지요건이 포함되었다. Ⅳ사분면은 정보제공 요인이 해당되었다.

The purpose of this study was to evaluate selective attributes importance and satisfaction of University Ski Lecture Environment that students perceive using IPA method. In order to achieve this goal, a questionnaire was used to gather data, and the convenient sampling method was used to select 300 members from three pertinent university in Seoul and Chungcheong-do, Gyeongsang-do Province as participants of this study. Only data from 221 respondents however were used after screening data for reliability, and SPSS for Windows(21.0 version) statistical program was used to conduct descriptive analysis, factor analysis, reliability analysis, paired samples t-test analysis, independent samples t-test analysis and IPA matrix analysis. The following results were obtained. First, significant differences between the level of satisfaction and the level of importance were found for part of the selection attributes for each group. Second, Ⅰquadrant was included with meals and information provided factors. Ⅱquadrant was included with instructors and class program, information provided, accommodation factors. Ⅲquadrant was included in accommodation and meals, time-distance factors. Ⅳquadrant was included in the information provided factor.