베이커리업체의 선택요소에 관한 연구

A Study on the Situation-Specific Multiattribute Attitude Model of Bakery

The purpose of this study is to examine two different types of meal experiences as the experimental factors and empirically incorporates a context specific approach into the measurement of bakery attractiveness. The study used frequency analysis to examine the demography of respondents, t-test to compare the importance rating of each attribute for its contribution to the selection of a bakery in terms of each type of meal, and anova analysis to compare the satisfaction rating of each attribute for its contribution to the selection of a bakery in the context of regular meal and a eating between meal The study indicated the implications of these findings concerning marketing and development initiatives to improve the physical and perceptual attractiveness of the bakerys.