커피전문점 방문수요 결정요인에 관한 연구

• 영문명: A Study on the Determinants of Visit Demand for Coffee Shop
• 발행기관: 관광경영학회
• 저자명: 김현주 이희찬
• 간행물 정보: 『관광경영연구』제25권 제2호, 147~166쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.03.31

영문 초록

The purpose of this study is to collect data that could reflect the current time point of Covid-19 and identify determinants affecting coffee shop visit demand by considering coffee shop service quality, demographic variables, purpose of visit coffee shop and coffee involvement. The survey was conducted on users who have visited coffee shops in Seoul and Gyeonggi-do within the last one year, and 700 effective samples were used for this study. Determinants were estimated using the Truncated Poisson(TP) model and the Truncated Negative Binomial(TNB) model as research methods to achieve the purpose of this study. In the case of demographic characteristics, male, unmarried, higher income and education levels, and lower age have a positive influence on the number of visits to coffee shops. In the purpose of visiting coffee shops, it was found that the purpose of dessert after meals and personal meetings had a negative influence on the number of visits to coffee shops. In the case of coffee shop service quality, only the coffee quality factor had a positive influence on the number of visits to coffee shops, and the higher the degree of coffee involvement, the more positive the number of visits to coffee shops. The results of this study identify determinants that need to be considered important in increasing coffee shop visit demand, and provide important basic data for establishing a marketing strategy for the sustainable development of coffee shops through the management of these determinants of coffee shop visit demand.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 자료 및 모형설정

Ⅳ. 실증분석 및 결과

Ⅴ. 결 론

참고문헌

키워드

Service Quality Coffee Shop Truncated Poisson Truncated Negative Binomial Coffee Involvement