Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Influence of Shop Crowdedness in Dining Franchise Liquor Shops upon the Perceived Values and Intent to Revisit

외식 프랜차이즈 주류 매장의 점포 혼잡성이 이용자의 지각된 가치와 재방문의도에 미치는 영향

  • Received : 2020.01.31
  • Accepted : 2020.05.08
  • Published : 2020.05.31
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Abstract

The purpose of this study is to analyze the influence of the crowdedness of dining franchise liquor shops on the perceived values and revisit intention. For this purpose, 361 customers who had visited dining franchise liquor shops located in Seoul and Gyeonggi-do areas were surveyed, and data was analyzed using AMOS 23.0 and SPSS 23.0 statistics programs. The analyses yielded the following findings. First, a higher level of crowdedness in the shop turned out to lower the perceived value of users. Second, a higher level of perceived value resulted in a higher level of revisit intent. Third, the analysis on the mediating effect of the perceived value showed that, in the relationship between the human crowdedness and revisit intention, both practical and hedonic values had mediating effects. However, in the relationship between the spatial crowdedness and the intent of revisit, the practical value had a mediating effect, while hedonic value did not exhibit such an effect. This study is meaningful in that it is presented as a theoretical establishment and an empirical study on dining franchise liquor shops.

본 연구는 외식 프랜차이즈 주류 매장의 점포 혼잡성이 이용자의 지각된 가치와 재방문의도에 미치는 영향을 분석하여 우리나라 외식 프랜차이즈 주류 매장 관리자에게 전략적인 시사점을 제공하고자 하였다. 본 연구는 서울·경기지역에 소재하고 있는 외식 프랜차이즈 주류 매장에 방문한 경험이 있는 고객 361명을 대상으로 설문조사를 실시하였고, AMOS 23.0과 SPSS 23.0 통계프로그램을 사용하여 자료를 분석하였다. 분석결과는 다음과 같다. 첫째, 외식 프랜차이즈 주류 매장의 점포 혼잡성이 지각된 가치에 미치는 영향을 실시한 결과, 매장의 점포가 혼잡할수록 고객들의 지각된 가치가 낮아지는 결과를 나타냈다. 둘째, 이용자의 지각된 가치가 재방문의도에 미치는 영향을 분석한 결과, 이용자의 지각된 가치가 높을수록 재방문의도도 높아지는 것으로 나타났다. 셋째, 지각된 가치의 매개효과를 실시한 결과, 인적혼잡성과 재방문의도 간의 관계에서 지각된 가치의 하위요인인 실용적 가치와 쾌락적 가치는 모두 매개효과를 나타냈다. 그러나 공간적 혼잡성과 재방문의도 간의 관계에서는 지각된 가치의 하위요인 중, 실용적 가치는 매개효과를 보인데 반해, 쾌락적 가치는 매개효과를 나타내지 않았다. 본 연구는 국내 외식 프랜차이즈 주류 매장에 대한 이론적 정립 및 실증적 연구로 제시하였다는데 의의가 있다.

Keywords

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