• 한국프랜차이즈경영연구
• /
• 제13권2호
• /
• pp.33-51
• /
• 2022

Purpose: The online market is growing the most in history due to the expansion of non-face-to-face commerce. In addition, as consumers' interest in health, food safety, and environment increases, interest in and consumption of eco-friendly agricultural products is also increasing. Therefore, in the case of a specialty store that sells eco-friendly organic agricultural products, a marketing strategy that can increase customer loyalty by reflecting these consumer needs is necessary. In this study, the store attributes of eco-friendly food stores are classified into location, assortment, price, quality, and employee service, and the effect of each store attribute on utilitarian and hedonic value is investigated. Research design, data, and methodology: The subjects of this study were customers who visited an eco-friendly food store. Of the 511 survey responses, 311 were used for statistical verification, excluding 200 who had not visited within the last 3 months. For statistical analysis, Smart PLS 3.0 was used, and after checking the validity and reliability of the items, hypothesis testing was performed. Result: As a result of the study, it was found that assortment, quality, and employee service among store attributes had a positive (+) effect on utilitarian and hedonic value. Second, location had no significant effect on utilitarian and hedonic value. Third, price did not appear to have a positive (+) effect on the utilitarian value, and it was found to have a positive (+) effect on the hedonic value. Fourth, It was investigated whether the presence or absence of delivery service had an effect on store attributes between utilitarian and hedonic value, and it was found that there was a significant effect between employee service and hedonic value. Conclusions: Among eco-friendly food store environment management will be required in order to provide food that meets the tastes and needs of consumers by diversifying the taste, standard, and quality grade of food, and to maintain or improve the quality. In order to unlike other stores, eco-friendly food stores have high price resistance from the point of view of consumers, so it is necessary to diversify promotional media such as YouTube and SNS to raise awareness of eco-friendly organic food.

• 한국프랜차이즈경영연구
• /
• 제13권2호
• /
• pp.53-66
• /
• 2022

Purpose: How to build the attitude on brand is very important, because it affects the positive word of mouth and revisit intention. Brand attachment, brand name, and image congruence play important role on consumer behavior in terms of reinforcing consumers' perception of food service companies and differentiating them from competing brands. Following the planned behavior theory, this paper examines the effect of linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector. Research design, data, and methodology: This paper examines the structural relationship among brand attachment, brand name, image congruence, brand attitude, WOM, and revisit intention. In order to test the purposes of this study, research model and hypotheses were developed. The questionnaire items were modified and used according to the content of this study based on previous studies. All constructs were measured by multiple items tested and developed in the previous research. The study is based on the quantitative method and considered 519 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square-structural equation modelling (PLS-SEM). Frequency analysis was conducted to identify the general characteristics of the survey subjects. To measure the reliability and validity of the measurement tools, confirmatory factor analysis was conducted. Structural model analysis was conducted to verify the research model. Result: The findings demonstrate that brand attachment and brand name had positive effects on attitude while image congruence did not have. Also, attitude had positive effect on WOM and revisit intention. Conclusions: This study expands the literature about WOM and revisit intentions. This study expands prior research in a similar field to which the theory of planned behavior (TPB) is applied, and reveals that brand attachment, brand name, and brand image congruence play an important role in developing brand attitude that affect revisit intention and WOM. And provide guidelines on how to enhance competitiveness in the restaurant sector based on understanding of linking brand attitude to customer loyalty and repeat business. By putting into practice these suggestions in the restaurant industry, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.

• 한국프랜차이즈경영연구
• /
• 제13권2호
• /
• pp.1-15
• /
• 2022

Purpose: The globalization of the Korean restaurant franchise industry differs from the business performance of enhancing the brand image and customers' intention to revisit depending on the degree of localization marketing. Therefore, it is necessary to consider the extent to which the localization marketing activities of overseas Korean restaurant franchise companies affect the customer's perception. This study aims to investigate the effects of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) of Korean restaurant franchise companies on customer revisit intention. Research design, data, and methodology: For this study, 150 questionnaires using local Korean restaurants in Beijing, China, were analyzed using SPSS Ver.21 and AMOS Ver.22. Result: It was confirmed that the localized menu, localized service experience, and localized physical environment all affect the intention to revisit customers. Based on these verification results, if overseas franchises fully recognize localization marketing, which is an important factor for local business success, and establish localization strategies, they can gain an edge in competition with local Korean restaurants or restaurant franchises founded by locals. There may be a higher probability that However, it was found that localization price and localization promotion had no mediating effect of brand image between revisit intention and revisit intention. It was found that it had no effect on the degree of inquiry and had a negative effect. Conclusions: Due to the impact of the COVID-19 pandemic, there have been many changes in the domestic and overseas food service industry over the past two years. Therefore, in future research, it is necessary to study the localization of overseas Korean restaurant franchise companies that are more multidimensionally subdivided. Various measures of customized localization marketing for optimal regional characteristics should be developed and applied to enhance customer revisiting and brand image of Korean restaurant franchise companies entering overseas. In the future, this study will be meaningful data for the establishment of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) strategies for Korean restaurant franchise companies that consider overseas expansion or have already entered.

• 산업융합연구
• /
• 제20권5호
• /
• pp.39-59
• /
• 2022

본 논문은 만 5세 대상 인공지능(AI) 교육 프로그램을 개발하기 위해 AI 교육에 대한 유아교사의 인식과 요구사항들을 분석하는데 목적을 두고 있다. 연구방법은 ADDIE 모형의 1단계인 분석단계를 중심으로 AI 교육의 교육적 요소를 추출하기 위해 설문조사 및 심층 인터뷰를 진행하였다. 연구결과는 첫째, 만 5세 대상 AI 교육은 놀이로서 자연스럽게 받아들일 수 있는 유아교육 내용과 AI를 융합한 교육과정을 설계해야 한다. 둘째, 교사의 성찰을 반영할 수 있는 AI 교육의 평가도구가 체계적으로 개발되어야 한다. 셋째, 놀이중심의 AI 교육환경 지원 및 유아교사 대상 교육지원이 필요하다. 마지막으로 비교과 교육과정의 AI 교육 등을 고려하여 지속해서 유아교육 현장에서 운영될 수 있도록 시스템을 구축해야 한다. 향후 만 5세 대상 놀이중심 AI 교육 프로그램을 개발하여 유아 대상의 AI 교육에 대한 인식을 확산하고 학습자의 연령별, 단계별 AI 교육 접근방안을 제시할 것을 기대한다.

• 산경연구논집
• /
• 제13권4호
• /
• pp.15-34
• /
• 2022

Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the T theory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer's thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.

• 한국프랜차이즈경영연구
• /
• 제13권3호
• /
• pp.1-15
• /
• 2022

Purpose: In the restaurant sector, it has been known that consumers' positive perception of brands influences their positive WOM intention, and information sources play an important role in increasing credibility by enhancing consumer awareness and developing differentiated brands. This study examines the effects of information sources (e.g., advertisement, WOM, SNS) on trust (cognitive and affective) and, WOM and eWOM intention in the restaurant context. In the model, cognitive and affective trust play mediating roles in the relationships between information sources (e.g., advertisement, WOM, SNS) WOM and eWOM intention. Research design, data, and methodology: Research models and hypotheses were developed according to the research direction. The survey questionnaire items were developed and used appropriately according to the contents of this paper based on prior studies. All constructs were measured with multiple items developed and validated in prior studies. A total of 502 responses were collected from an online survey. The research model was evaluated using SmartPLS 4.0. Frequency analysis was performed to understand the demographic characteristics of the survey respondents. The reliability, convergent validity, and discriminant validity were assessed using measurement model analysis. The proposed model was verified using the structural equation model. Results: Advertisement, WOM, and SNS information sources all had a positive effect on affective trust, whereas only WOM had a significant effect on cognitive trust. In addition, affective trust had a positive effect on cognitive trust and eWOM intention but did not affect WOM intention. Finally, cognitive trust was found to have a positive effect on both WOM intention and eWOM intention. Conclusions: This study redefines the concept of where restaurant service companies should focus when providing consumers with information about their products and services. As a result, the conceptual framework of positive word of mouth intention to increase new customer visits to the restaurant brand has been expanded. In addition, this study not only presents an information source management strategy for restaurant brands, but also presents practical implications for resource allocation guidelines for customer management in the restaurant sector.

• 한국프랜차이즈경영연구
• /
• 제13권3호
• /
• pp.31-43
• /
• 2022

Purpose: Service quality is a topic of constant interest in marketing research and practitioners. Service quality is an important factor influencing performance even in the context of coffee shops, and research on service quality management strategies continues by coffee shop researchers and practitioners. The service quality of coffee shops is a source of competitive advantage and is an important factor in enhancing customer and business performance. This study aims to identify the effects of cognitive evaluation on emotional and behavioral responses using a cognitive-emotional-behavioral framework and SOR model in the coffee shop context. Cognitive evaluation (service quality) consists of tangibles, responsiveness, assurance, reliability, and empathy dimensions. Research design, data, and methodology: In the proposed model, positive and negative emotions and satisfaction mediate the relationship between service quality and money to spend and visit frequency. The data were collected from customers who visited a coffee shop within the last 1 month. The survey was conducted for about one month. Among a total of 300 distributed questionnaires 261 responses were used for data analysis. The data were analyzed using frequency analysis, measurement model analysis, and structural equation modeling analysis with SPSS 28.0 and SmartPLS 4.0. Results: Tangibles, responsiveness, assurance, and empathy had significant positive effects on positive emotion, while only reliability had a significant negative effect on negative emotion. Both positive and negative emotions had significant positive effects on customer satisfaction, but not on money to spend and visit frequency. Lastly, customer satisfaction had significant positive effects on money to spend and visit frequency. Conclusions: The study revealed the relative weight of cognitive factors on customer emotions and confirmed the validity of SOR model. The fact that tangibility is the most important factor in increasing positive emotions and reliability is the most important factor in reducing negative emotions provides a direction for emotional branding strategies using the service quality mix of coffee shops. This study confirmed the full mediating role of satisfaction between positive and negative emotions and consumer behaviors (money to spend and visit frequency). This infers that when a coffee shop increases customer satisfaction through customer emotion management, the customer's money to spend and visit frequency in the coffee shop increases.

• 한국수산과학회지
• /
• 제55권6호
• /
• pp.827-835
• /
• 2022

Commercial boiled frozen ark shell Scapharca subcrenata (BFAS) is generally used as a seasoned seafood products. One problem facing the industry is that quality decreases during thawing. This study investigated ways to improve quality and shelf-stability of BFAS for use as a non-thermally prepared seasoned seafood products. The Viable bacteria were detected in BFAS after thawing under running water, but were not detected after blanching for over 2 min at 95±5℃. Blanching and dewatering times were optimized by response surface methodology (RSM) to reduce the initial number of bacteria and improve BFAS texture. Experimental design was deemed appropriate because no significant difference (P>0.05) was observed between predicted and actual moisture content, hardness, and overall acceptance values. Optimal blanching and dewatering times were 210 s and 80 s, respectively. Optimized blanching and dewatering processes can significantly improve safety and BAFS qualities including texture. These results indicate that BFAS demand as a staple for home meal replacements can be increased by application of optimized blanching and dewatering processes, especially in Korean seafood processing companies where running water thawing is common.

• 문화기술의 융합
• /
• 제8권6호
• /
• pp.355-363
• /
• 2022

본 연구에서는 직장인들의 스마트폰 중독이 우울감에 미치는 영향에서 자아탄력성과 충동성의 이중 매개 효과를 규명하는 데 있다. 본 연구의 대상은 서울, 대전, 충남, 충북 4개 시도에 근무 중인 직장인들이며 응답자는 총 286명이다. 통계는 기술통계, 차이검정(t-test, ANOVA), 상관분석, 이중 매개효과 분석을 사용하였다. 본 연구 결과는 다음과 같다. 첫째, 차이분석 결과 본 연구대상의 성별, 연령대, 결혼여부, 월급여 등 일반적 특성에 따라서는 우울감 차이를 보이지 않았다. 둘째, 상관분석 결과 스마트폰 중독은 자아탄력성과 부(-)적 상관관계를 보였고, 충동성 및 우울감과는 정(+)적 상관관계를 보였다. 또한 자아탄력성은 충동성 및 우울과 부(-)적 상관관계를 나타내었다. 충동성은 우울과 정(+)적 상관관계를 나타내었다. 셋째, 이중 매개효과 분석 결과 스마트폰 중독과 우울감 사이에서 자아탄력성과 충동성은 이중 매개하는 것으로 나타났다. 끝으로 본 연구결과를 토대로 직장인들의 스마트폰 중독으로 인한 충동성 및 우울감 저하를 긍정적으로 유도하기 위하여 자아탄력성 중심으로 하는 이론적 방안을 논의 및 제시하였다.

• 한국프랜차이즈경영연구
• /
• 제13권1호
• /
• pp.47-57
• /
• 2022

Purpose: Recently, it is common to see cases where an amount similar to the cost of a meal is spent on dessert, or an amount greater than the cost of a meal is spent on dessert. The generation MZ is showing a tendency of 'value consumption' by consuming values and beliefs in consideration of the recent impact on society and the environment. Therefore, this study aims to analyze the effect of dessert cafe quality and eco-friendly behavior on customer trust and loyalty targeting the generation MZ who have visited desert cafés. This study examined the mediating role of customer trust in the relationships between desert café quality, eco-friendly behavior and customer loyalty, and also the moderating effect of and eco-friendly behavior on customer trust and customer loyalty. Research design, data, and methodology: To achieve purposes of this study, 229 data were collected from respondents who visited desert café and analyzed using measurement model (reliability test and correlation analysis), Fornell-Larcker Criterion and Heterotrait-Monotrait Ratio (HTMT) assessment, and structural equation model (PLS-SEM) with SPSS 22.0 and SmartPLS 3.3.7. Results: The research results are as follows. First, desert cafes' quality positively influenced customer trust but did not customer loyalty. Second, desert cafes' eco-friendly behavior positively influenced customer trust and customer loyalty. Fourth, the interaction term of dessert cafe quality and eco-friendly behavior did not influence customer trust and customer loyalty. Conclusions: This study emphasized the necessity of service quality and eco-friendly behavior of dessert cafes by examining the relationship between the quality of dessert cafes and eco-friendly behaviors, customer trust and loyalty. It also found the importance of the role of trust in securing loyal customers. In order to secure and retain loyal customers, the owners of dessert cafes should make effortsto improve the quality of the cafes' products and services so that customers can feel a sense of trust, and actively publicize that they are practicing eco-friendly management. As a result of this study, it is intended to provide practical implications for the management of dessert cafes by understand ing the effects of product and service quality and eco-friendly behaviors of companies to bakery industry workers and start-ups.