農家맛집의 知覺된 價値가 忠誠度에 미치는 影響

• 영문명: T he Effect of Perceived value of Farm R estaurant on Loyalty:Focused on the m oderating effect of food involvement
• 발행기관: 청운대학교 관광산업연구소
• 저자명: 成寶鉉(Seong, Bo-Huyn)崔英碩(Choi, Young- Seok)曺祿煥(Jo, Lok-Whan)
• 간행물 정보: 『관광산업연구』관광산업연구 제9권 제1호, 91~106쪽, 전체 16쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.05.31

영문 초록

The purpose of this study is to analyze the influence of perceived value and food involvem ent on the Farm restaurant visitor’s loyalty. B ased on literature review ,conceptual m odel w as developed and 2 hypotheses w ere form ulated to test the m odel. H1 explain how perceived value affect the loyalty, and H 2 explain the roles of food involvem ent as a m oderating variable associated H1. The proposed hypotheses w ere verified through m ultiple regression analysis and hierarchical regression analysis using data collected from 263 Farm restaurant visitors. A n exploratory factor analysis w as conducted to delineate the underlying dim ensions of perceived value and food involvem ent. The three dim ensions of perceived value w ere identified: indigenous value, functional value, service value. The tw o dim ensions of food involvem ent w ere identified: housekeeping food involvem ent, non- housekeeping food involvem ent. The results show ed effects of perceived value on the loyalty w as significant, and the m oderating effect of the housekeeping food involvem ent w as partially significant. The im plications and lim itations of this study w ere discussed and future research suggetions w ere m ade.

목차

Ⅰ. 서 론

Ⅱ. 이론적 고찰

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅵ. 결론 및 시사점

키워드

농가맛집(Farm Restaurant) 지각된 가치(Perceived Value) 음식관여도(Food Involvement) 충성도(Loyalty)