중국 커피전문점 고객특성에 따른 선택속성과 행동의도에 관한 연구 -방문목적과 방문횟수에 따른 차이를 중심으로-
A Study on Chinese Customers’ Selection Attribute and Their Behavioral Intention at Coffee Shop : Focusing on the Comparative Analysis by Frequency and Purpose of Visit
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The purpose of this study was to identify Chinese customers' selection attribute, investigated the difference by frequency and purpose of visit, and examined the effect of selection factors on their behavioral intention. Data were collected from coffee shop customers at Hukryongkangsung area of China from March 27 to April 25, 2013, and finally 375 questionaires were analyzed. The five dimensions of Chinese customers' selection attributes were identified; core facts,price & kinds, inducement, environment and convenience. The result revealed that convenience,core facts, and price & kinds affected on revisit intention in customer group with practical purpose, while core facts, price & kind, and inducement affected on revisit intention in the customer group with social purpose. It was also found that core facts,price & kinds, and inducement affected on revisit intention in light user group, while core facts and convenience affected on revisit intention in heavy user group.
Abstract
The purpose of this study was to identify Chinese customers' selection attribute, investigated the difference by frequency and purpose of visit, and examined the effect of selection factors on their behavioral intention. Data were collected from coffee shop customers at Hukryongkangsung area of China from March 27 to April 25, 2013, and finally 375 questionaires were analyzed. The five dimensions of Chinese customers' selection attributes were identified; core facts,price & kinds, inducement, environment and convenience. The result revealed that convenience,core facts, and price & kinds affected on revisit intention in customer group with practical purpose, while core facts, price & kind, and inducement affected on revisit intention in the customer group with social purpose. It was also found that core facts,price & kinds, and inducement affected on revisit intention in light user group, while core facts and convenience affected on revisit intention in heavy user group.
참고문헌 (17)
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