쉑쉑버거 재구매의도의 결정요인에 대한 탐구
Exploring the determinants of repurchase intention for Shake Shack
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to explore the determinants of repurchase intention within the casual dining restaurant field. The subject of this research is the Shake Shack brand. Six factors were selected as the determinants, which are taste, healthiness, employee service, price fairness, store atmosphere, and convenience. The data was collected using Amazon Mechanical Turk, and American consumers were selecte for participation.d The number of observations is 353. For the data analysis, this research implemented structural equation modeling and confirmatory factor analysis. The results imply that repurchase intention is positively influenced by taste, store atmosphere, and price fairness. However, healthiness, employee service, and convenience were identified as non-significant attributes in relation to repurchase intention. This study offers practical implications for the management of casual dining restaurants.
Abstract
The purpose of this study is to explore the determinants of repurchase intention within the casual dining restaurant field. The subject of this research is the Shake Shack brand. Six factors were selected as the determinants, which are taste, healthiness, employee service, price fairness, store atmosphere, and convenience. The data was collected using Amazon Mechanical Turk, and American consumers were selecte for participation.d The number of observations is 353. For the data analysis, this research implemented structural equation modeling and confirmatory factor analysis. The results imply that repurchase intention is positively influenced by taste, store atmosphere, and price fairness. However, healthiness, employee service, and convenience were identified as non-significant attributes in relation to repurchase intention. This study offers practical implications for the management of casual dining restaurants.