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논문검색

20대 소비자의 편의점 도시락 상품의 외재적 속성이 재 구매의도에 미치는 영향 : 관여도의 매개효과

원문정보

The Influence of Extrinsic Attributes of Convenience Store Lunch Box of Consumers in Their 20s on Repurchase Intention : A Mediating Effect of Involvement

이동준, 이기성

피인용수 : 0(자료제공 : 네이버학술정보)

초록

영어

Consumers in their 20s tend to evaluate and select products based on extrinsic attributes or information rather than uncertain physical attributes. Therefore, the purpose of this study is to clarify the relationship between brand awareness, perceived price, and external attributes of package design on involvement and repurchase intention. We intend to investigate the effect on repurchase intention by putting involvement as a parameter. A survey was conducted for 25 days from July 1, 2019 to July 25, 2019, and 240 copies were distributed to consumers in their 20s who purchased lunch boxes at convenience stores in Seoul and Gyeonggi-do. However, a total of 229 samples were coded except for 11 copies, which the researcher found statistically difficult to use. SPSS 23.0 was used as an analysis method to validate the hypothesis through frequency analysis, exploratory factor analysis, reliability analysis, and regression analysis. Hypothesis 1, brand awareness and perceived price had a positive effect on involvement. Hypothesis 2, brand awareness, perceived price, and package design had a positive effect on repurchase intention. Hypothesis 4, brand awareness and perceived price positively influenced the involvement partly in the relationship of repurchase intention. In conclusion, according to the needs and value interests of consumers, consumers can positively recognize the brand of a particular lunch box product within a range of acceptable prices and recommend it to neighbors to increase their revisit.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 외재적 속성
2. 관여도
3. 재 구매의도
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 성과분석
1. 조사대상자의 일반적 특성 분석
2. 타당성과 신뢰도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌

저자정보

  • 이동준 Dongjun Lee. 정화예술대학교 외식산업학부 호텔외식조리 조교수
  • 이기성 Kiseoung Lee. 대전과학기술대학교 식품조리계열 조리과 겸임교수

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자료제공 : 네이버학술정보

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