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NTIS 바로가기Culinary science & hospitality research = 한국조리학회지, v.22 no.5 = no.80, 2016년, pp.151 - 166
이형주 (경기대학교 경영학부) , 서지연 (백석예술대학교 외식산업학부)
The purpose of this study is to understand the influence of Chinese customer coffee sought benefits on satisfaction with, and attachment and loyalty to Korean coffee shops. Based on a total of 200 samples obtained for empirical research from 10 Mar. to 25 July, 2015, of self-administrated questionar...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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추구편익에 관해 기존 연구들이 집중해온 분야는? | 소비자행동을 이해하고, 이에 따른 마케팅 전략을 세움으로써 소비자 행동을 더욱 예측 가능하게 하는기능을 한다. 기존 연구는 주로 커피전문점 이용 동기에 관련한 연구들이 이루어져 왔으나(Kim TH·Yoo HJ·Lee IO 2010; Kim JY·Ann KM 2010), 본 연구에서는 동기가 아닌 추구편익을 살펴보고자 한다. 소비자의 소비를 계기로 추구요인을 알아보는 것이 아니라, 소비자의 좀 더 주관적인 관점, 그들의 욕구, 나아가 그들의 주관적인 보상까지 알아보는 것이기에 의의가 있다고 보았다. | |
추구편익의 기능은? | 추구편익(benefit sought)은 소비자가 특정 제품및 서비스로부터 기대하면서 추구하는 욕구충족 효과라고 할 수 있다(Lee HS et al 2012). 소비자행동을 이해하고, 이에 따른 마케팅 전략을 세움으로써 소비자 행동을 더욱 예측 가능하게 하는기능을 한다. 기존 연구는 주로 커피전문점 이용 동기에 관련한 연구들이 이루어져 왔으나(Kim TH·Yoo HJ·Lee IO 2010; Kim JY·Ann KM 2010), 본 연구에서는 동기가 아닌 추구편익을 살펴보고자 한다. | |
추구편익이란? | 추구편익(benefit sought)은 소비자가 특정 제품및 서비스로부터 기대하면서 추구하는 욕구충족 효과라고 할 수 있다(Lee HS et al 2012). 소비자행동을 이해하고, 이에 따른 마케팅 전략을 세움으로써 소비자 행동을 더욱 예측 가능하게 하는기능을 한다. |
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