원문정보
The Effect of Self-congruity on Functional Congruity, Perceived Value, and Attitude in Franchise Coffee Shops
초록
영어
This study aims to provide managerial implications considering strategic priorities for maintaining existing customers and attracting new customers in extremely competitive coffee franchise market. In particular, this study is differentiated from other previous studies as it attempted to examine both direct and indirect impact relations among self-congruity, functional congruity, perceived value(utilitarian/hedonic value), and attitude. Also, this study shows the relative impact of utilitarian value and hedonic value on attitude. The results show that self-congruity has positive effects on functional congruity and value (hedonic and utilitarian value), while functional congruity has positive effects on utilitarian value, hedonic value, and attitude. Moreover, self-congruity has indirect effects on attitude through functional congruity and value. The findings also indicate that hedonic value has relatively higher impact on attitude than utilitarian value does. At the end of the paper, managerial implications and limitations were suggested.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 자아일치성
2. 기능적 일치성
3. 지각된 가치
4. 태도
Ⅲ. 연구설계 및 조사방법
1. 연구모형
2. 표본설계
3. 연구가설과 연구모형의 설정
4. 변수의 정의 및 측정
Ⅳ. 실증분석
1. 표본의 일반적 특성
2. 측정모형의 분석
3. 상관관계 분석
4. 연구가설의 검정
Ⅴ. 결론
1. 연구결과의 요약 및 시사점
2. 연구의 한계 및 향후 과제
참고문헌