한국프랜차이즈경영연구 (The Korean Journal of Franchise Management)
- 제6권2호
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- Pages.105-122
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- 2015
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- 2093-9582(pISSN)
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- 2508-4593(eISSN)
DOI QR Code
프랜차이즈 커피전문점의 환경 특성이 지각된 가치와 방문의도에 미치는 영향
The Impact of Environment Characteristics on Perceived Value and Visit Intention in Franchise Coffee Shops
- Park, Heung-jin (Graduate School, Sejong University) ;
- Lee, Yong-Ki (School of Business, Sejong University) ;
- Lee, Jung-Won (Graduate School, Sejong University)
- 투고 : 2015.11.01
- 심사 : 2015.11.15
- 발행 : 2015.12.10
초록
This study was to investigate the impact of environment characteristics on perceived value and visit intention in franchise coffee shops. And, the study was to examine the mediating role of perceived value in the relationship between environment characteristics and visit intention. The data were collected from 212 coffee shop users and analyzed with SPSS and AMOS.. The findings are as follows. First, price, service, and atmosphere have a significant effect on the defined hedonic value but menu does not. Second, price and service have a significant effect on utilitarian value but menu and atmosphere do not. Finally, both hedonic value and utilitarian value have a significant effect on visit intention.
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