원문정보
The effect of the attributes of Multiplex culture space on the corporate image and purchase intention
초록
영어
This study confirms how the corporate image among consumers' needs for multiplex cultural space affects purchasing through parameters, and to analyze the relationship between corporate and consumer purchases of multiplex cultural spaces incorporating dining out. The analysis results of this study are as follows. First, as a result of analyzing the effect of the attributes of multiplex cultural space on the corporate image, it was found that the empirical, psychological and shared factors had a statistically significant positive (+) effect on the corporate image. Second, as a result of analyzing the effects of the attributes on multiplex cultural space on purchase intention, it was found that empirical, physical, shared, and psychological factors had a statistically significant positive (+) effect on purchase intention. Third, as a result of analyzing the effect of corporate image on purchase intention, it was found that corporate image had a statistically significant positive (+) effect on purchase intention. Fourth, as a result of analyzing the mediating effect of the corporate image in the relationship between the attributes of the cultural space and the purchase intention, it was found to be partially mediating. These results showed that corporate image in the multiplex cultural space had a positive effect on purchase intention. Therefore, in this study, the multiplex cultural space in the center of dining out derives the relationship between corporate image and purchase intention, and measures its effectiveness to provide useful information for the study of the complex dining out cultural space.
목차
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 외식복합문화공간
2. 기업 이미지
3. 구매의도
Ⅲ. 연구설계
1. 연구모형
2. 연구가설
3. 조작적 정의 및 측정방법
4. 표본선정 및 분석방법
Ⅳ. 분석결과
1. 표본의 특성
2. 측정척도의 타당성 및 신뢰도 검증
3. 가설의 검증
Ⅴ. 결론 및 시사점
참고문헌