원문정보
The Effect of Foodservice Corporate Website’s Contents Service on Brand Equity and Consumer’s Switching Behaviors
초록
영어
The objective of this paper is to analyze how the foodservice corporate website’s contents service influences brand equity and consumer’s switching behaviors. For this, a survey of foodservice corporate website users was carried out. The results of the practical analysis can be summarized as follows. First, the foodservice corporate website’s contents service was conceptualized as 4 components such as corporate information, news contents, menu/service information and additional contents. It was found that foodservice corporate website’s contents service has a positive influence on brand equity. When users’ recogniton of foodservice corporate website service is high, their brand recogniton is also high. In addition, brand equity has a positive influence on consumer’s switching behaviors. Based on these results, this study shows that present practical marketing implications for building an effective corporate website within essential components and contents service, and exhibits further practical implications for effectively managing brand equity into a marketing strategy.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 웹사이트의 콘텐츠 서비스
2. 브랜드자산
3. 전환행동
Ⅲ. 연구설계
1. 연구모형 및 가설
2. 변수의 조작적 정의 및 측정도구
3. 자료의 수집 및 분석방법
Ⅳ. 분석결과
1. 조사 대상자의 일반적 특정
2. 측정도구의 타당성 및 신뢰성
3. 상관관계분석
4. 가설의 검증
Ⅴ. 결론
참고문헌