원문정보
A Study on Effectiveness of Cause-Related Marketing in Food Service Business
초록
영어
The purpose of this study is to verify the effectiveness of cause-related marketing in the foodservice businesses. To accomplish the purpose, this study conducted Google online and offline survey based on convenient sampling method from September 01, 2017 to September 29, 2017. The survey was conducted by putting the words of public interest on the foodservice items under the approval of Joy & Cook Korea’s representative. For the analysis, total of 224 questionnaires were used after excluding 21 questionnaires that cannot used statistically. Frequency analysis, exploratory factor analysis, and regression analysis were measured by using SPSS 18.0 accordingly. Also, the cause-related marketing was set to adequacy and sincerity and the legitimacy and purchase intention were set to a single factor. The study result was as follows. In hypothesis 1, the cause-related marketing had significant positive (+) effect on legitimacy. In hypothesis 2, the cause-related marketing had significant positive (+) effect on purchase intention. Also, in the hypothesis 3, the legitimacy had positive (+) effect on purchase intention. Based on such study result, this study suggests the practical and theoretical implications on marketing and management strategy of foodservice businesses.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 공익연계마케팅
2. 정당성
3. 구매의도
Ⅲ. 연구설계
1. 연구모형
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 분석결과
1. 조사대상자의 인구통계학적 특성
2. 타당성와 신뢰도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌