한국조리학회지 (Culinary science and hospitality research)
- 제17권5호
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- Pages.92-107
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- 2011
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- 2466-0752(pISSN)
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- 2466-1023(eISSN)
Social Shopping Site를 통해 구입한 외식업체 쿠폰 특성이 고객만족도와 향후 행동의도에 미치는 영향 - 패밀리레스토랑을 중심으로 -
The Effects of the Characteristics of Coupons Purchased through a Social Shopping Site upon Customer Satisfaction and Future Behavior Intention - Focusing on Family Restaurants -
- Song, Min-Kyung (Dept. Culinary & Foodservice Management, Kyung Hee University) ;
- Yoon, Hye-Hyun (Dept. Culinary.Service Management, Kyung Hee University)
- 투고 : 2011.08.18
- 심사 : 2011.11.17
- 발행 : 2011.12.31
초록
본 연구는 Social Shopping Site를 통해 구입한 외식업체의 쿠폰 특성이 레스토랑, 쿠폰 등에 대한 고객만족도와 향후 행동의도에 미치는 영향에 대해 고찰하였다. 실증연구를 위해 확보된 332개의 표본을 바탕으로 연구모형의 신뢰성, 적합성 등을 검토하였고, 구조방정식 모형을 사용하여 4개(세부가설 포함 총 8개)의 가설을 검증하였으며, 최종모형의 적합도는
The purpose of this study was to understand the effect of the characteristics of coupons purchased through a social shopping site upon customer satisfaction and future behavior intention. Based on total 332 samples who had bought franchise restaurant coupons and used them before, this study reviewed reliability and fitness of the research model and verified total 4 hypotheses with AMOS and SPSS program. The hypothesized relationships among the models were tested simultaneously by using a structure equation model(SEM). The proposed model provided an adequate fit to the data,