• 한국식품조리과학회지
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• 제30권3호
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• pp.291-306
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• 2014

The purpose of this study was to examine the use of social commerce restaurant products by college students according to demographic characteristics and eating out behavior. The questionnaire for the survey was distributed to 450 college students, who have experiences of purchasing a restaurant product on social commerce, with 286 responses used for analysis. From the result, college students frequently use smart phones and SNS for making such purchases. While the awareness of social commerce was high, they sometimes visited the websites and purchased products. The awareness and purchase experience of Coupang and Ticket Monster turned out to be the highest. The most frequently purchased product was restaurant discount coupons, followed by fashion/accessories, movie or concert tickets, food products, and beauty shop discount coupons. The discount rate was mostly 30 to 40% on average. The most significantly considered matter in purchasing products and services was product quality, followed by discount rate and consumer review. The respondents ate out at least 3 to 5 times a week, spent $100,000{\leq}200,000$ won, and were generally satisfied with the restaurant products from social commerce sites. The main satisfaction reason was price, whereas the dissatisfaction reason was false and puffy advertising. Service quality improvement and variety of category were the most necessary factors for improvement. Among the demographic characteristics, there was a difference in purchase expenditure of social commerce restaurant products, as well as purpose, companion, time used and word-of-mouth experience according to gender. According to grade, there was a difference in purchase expenditure, companion, area of use and impulsive purchase. Among the eating out behavior, there was a difference in purpose, companion and word-of-mouth experience according to the eating out frequency. Meanwhile, there was a difference in purchase expenditure, companion, time used, word-of-mouth experience and tool according to the eating out cost.

• 디지털융복합연구
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• 제12권4호
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• pp.201-211
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• 2014

본 연구는 독립 형태의 네일샵과 프랜차이즈 형태의 네일샵 창업시 영향 요인에 있어서의 차이가 있는지를 규명하고, 네일샵 경영자가 고객의 만족도와 네일샵의 성과가 상대적으로 높은 프랜차이즈 형태의 네일샵을 선택하는 기준이 무엇인지를 알아보고, 네일샵의 프랜차이즈화의 필요성에 대해 논의하고자 한다. 실증분석 결과에 따르면, 네일샵은 독립점과 프랜차이즈 가맹점간에 창업시 또는 창업후 운영에 영향을 미치는 요인에 차이가 있었다. 고객의 만족도나 월평균 매출액으로 평가한 경영성과도 독립점포에 비해 프랜차이즈 가맹점에서 더 높았다. 네일샵 경영자들이 프랜차이즈를 선택하는 기준으로는 동일상권 내에서 경쟁강도, 위치적 접근성, 최신유행 연출능력 보유정도, 원장의 기술력 정도, 샵의 색상이나 로고의 우수성 중요시 정도, 실내분위기 관심 정도, 시술 대비 가격 수준, 종업원에 대한 동기부여 노력 정도가 프랜차이즈를 선택할 가능성에 영향을 주고 있었다. 그리고 프랜차이즈를 지속하게 하는 요인으로는 프랜차이즈 가맹본부에서의 지속적인 관리가 절대적인 요인인 것으로 나타났다.