홈페이지의 프로모션 유용성이 고객만족과 행동의도에 미치는 영향

• 영문명: Effects of the Usefulness of Website Promotion of Eating Establishment on the Customer Satisfaction and Behavioral Intention
• 발행기관: 한국식공간학회
• 저자명: 김윤민(Kim Youn Min) 박미영(Park Mi Young) 백용창(Back Yong Chang)
• 간행물 정보: 『식공간융합연구』식공간연구 8권 2호, 27~41쪽, 전체 15쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2013.12.30

영문 초록

This study aims at examining how the promotional offers by eating establishments in their website affects the customer satisfaction and behavioral intention through the literature review and the empirical survey and analysis, which are based on the communication theory and the consumer behavior. To concretize such aim, a research model was built to clarify how the factor as an autonomous variable which consists the usefulness of the website promotions influences the customer satisfaction and behavioral intention under two hypotheses and eight sub-hypotheses. Results of analysis showed that the more useful the promotion was, the higher the customer satisfaction was, and that such satisfaction made an positive impact on the customer behavioral intention. On the basis of such results, it is considered that the promotion managers of homepage in the dining industry should understand the customer consumption behavior before they design and conduct such sales promotion in order to maximize the usefulness of their website.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사 설계

Ⅳ. 실증분석결과

Ⅴ. 결론

참고문헌

키워드

Homepage Website Usefulness Promotion Satisfaction Behavioral lntention