동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제22권2호
  • /
  • Pages.315-321
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  • 2012
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
권호 표지

외식 소비자의 레스토랑 선택속성 및 속성가치에 대한 선호도 조사 연구 -컨조인트 분석을 이용하여-

Study on Consumers' Restaurant Selection Criteria by Using Conjoint Analysis

  • 홍종숙 (여주대학교 푸드코디네이션과) ;
  • 전지영 (대림대학 호텔외식조리전공) ;
  • 김영숙 (세종대학교 외식경영학과)
  • Hong, Jong-Sook (Dept. of Food Coordination, Yeoju Institute of Technology) ;
  • Jeon, Ji-Young (Hotel Culinary Art & Food Service Management, Daelim University College) ;
  • Kim, Young-Sook (Dept. of Culinary and Foodservice Management, Sejong University)
  • 투고 : 2012.01.09
  • 심사 : 2012.04.19
  • 발행 : 2012.04.30
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초록

In this study, the product attributes that give customers the estimated benefits and products that can predict the customer's choice conjoint analysis techniques to identify the restaurant affinity markets a new dining concept was to develop. Questionnaire for this study of 400 non-response is negative and insincere characters, except for the final analysis, the questionnaire Part 309 was the target. Conjoint model used in this study Pearson's R is 0.928 ($p$<0.000), Kendall's tau is 0.750 ($p$<0.000) with an orthogonal plan was well suited for profiling attributes are extracted 16. Part of the relative importance of the value of the property to determine the result of analyzing the properties that are most important at the level of the respondents of the induct (38.46%), and followed by price (30.52%), Atmosphere (18.28%), and Exclusive space (12.73%) was followed. Portion of the property value for each analysis among industry preference for the Italian food was highest, a nature-friendly interior atmosphere had the highest affinity Average per price at 10,000 won~30,000 won or less than the amount of affinity was higher location of the restaurant alone, showed that space preferred. Through simulation in a virtual seafood restaurant nature-friendly image, average price per person ranging from 10,000 to 30,000won at an exclusive restaurant was most preferred.

키워드

참고문헌

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