The Effect of Convenience Store Dessert on Consumers Value and Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Seong-Soo CHA Su-Han LEE
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.3, 191~199쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.03.30

영문 초록

This study aims to investigate what selection attributes of customer value are more crucial when consumers choose the dessert at convenience store, which is the fastest growing retail format in Korea recently. Factors considered to be important when customers buy dessert, such as economics, diversity, convenience, and safety were examined and also relationship between customer value and satisfaction was analyzed. The survey was conducted through online (including SNS) from April 6, 2019 to April 30, 2019. A total of 303 questionnaires were used for empirical analysis. Factor analysis was performed to verify the validity and reliability of the measured variables. And the structural equation model (SEM) was used as a statistical method for hypothesis testing. As a result, factors as ‗diversity‘, ‗safety‘ were revealed to significantly affect hedonic customer value, while ‗convenience‘ was shown to affect utilitarian customer value significantly. In addition, the path that customer value leads to satisfaction was also found to be significant. The result of the study suggests that selection attributes of convenience store dessert and providing meaningful implications of related hedonic and utilitarian values when customers purchase dessert at convenience store. This study provided practical implications for managers of the fiercely competitive dessert industry.

목차

1. Introduction

2. Theoretical Background

3. Research Method

4. Results

5. Conclusions

6. Implications

7. Limitations

Reference

키워드

Convenience Store Dessert Hedonic Value Utilitarian Value Diversity