컨조인트 분석을 이용한 스페셜티 커피전문점 선택속성에 관한 연구 : 프랜차이즈 이용 소비자를 중심으로

국문 초록 (Abstract)

2000년대 이후 전 세계적으로 스페셜티 커피 시장이 확대되면서 국내에도 스페셜티커피 시장이 커지고 있다. 스페셜티 커피는 국제 스페셜티 커피협회(SCA)가 평가한 80점 이상 등급의 커피를 말한다. 한국은 2017년
기준 국민소득 3만달러에 달하며, 더 많은 금액을 지불 하더라도 품질 좋은 커피를 소비하고자 하는 수요가 늘고 있어 스페셜티 커피는 커피산업의 새로운 흐름 중 하나가 되고 있다
본 연구의 목적은 스페셜티 커피 프랜차이즈를 이용하는 소비자들의 스페셜티 커피 선택속성을 컨조인트 분석을 이용하여 수준의 효용도와 중요도를 비교 분석하고 스페셜티 커피 프랜차이즈의 소비자들의 선호도를 파악하여 최적의 마케팅 방안과 앞으로의 경영 활동을 위한 자료로 참고하려고 한다.
이러한 목적을 통하여 소비자들이 스페셜티 커피 프랜차이즈를 선택 할때 중요하게 생각하는 속성이 무엇인지 파악하였고, 중요 속성에 집중하기 위해 어떠한 노력을 해야 하는지도 제언 하였다. 컨조인트 프로그램을 활용하여 선행연구를 통하여 정해진 하위선택 속성을 바탕으로 16개의 가상의 프로파일 카드를 제작하였으며 응답자들이 직접 1위부터 16위까지 순위를 정하도록 하였다. 설문은 구글폼을 통하여 진행되었으며 SPSS25.0을 이용하였다.
본 연구의 결과로는 . 소비자들이 스페셜티 커피전문점을 선택할 때 가격(37%), 서비스(23%), 접근성(19%), 맛(18%)의 순으로 중요하게 여기고 있었다. 소비자들은 가격은 낮을수록 서비스는 높을수록 선호하는 것으로 나타났으며 보통 스페셜티 커피전문점을 이용할 때 6천원은 비싸다는 인식보다는 충분히 지불할 수 있는 금액으로 여겼다.
실무적 시사점으로는 스페셜티 커피전문점을 이용하는 대부분의 소비자들은 높은 수준의 서비스를 일관되게 중요하다고 생각하는 경향이 있었다. 커피전문점과 스페셜티 커피전문점의 선행연구를 다수 살펴보았을 때 가격의 영향력만이 큰 것으로 나타났으나 저렴한 가격을 중요하게 고려하긴 하지만, 서비스도 아주 큰 비율로 중요하게 고려하고 있었다. 그리고 컨조인트 분석을 통해 얻은 스페셜티 커피전문점 선택속성의 부분효용가치의 결과를 이용하여 가상의 최적화된 스페셜티 커피전문점을 구상할 수 있었으며, 높은 중요도와 효용을 보인 유형 5번,6번,10번을 통하여 스페셜티 커피전문점의 소비자들이 원하는 속성을 유추할 수 있었으며 속성들을 참고하여 위험을 최소화하는 마케팅 방법에 도움을 줄 수 있다는것에 시사하는 바가 크다고 할 수 있다.

다국어 초록 (Multilingual Abstract)

As the specialty coffee market has expanded worldwide since the 2000s, t he specialty coffee market is growing in Korea. Specialty coffee refers to co ffee rated by the International Association of Specialty Coffee (SCA) with a score of more than 80 points. Korea has a national income of $30,000 as o f 2017, and the demand for quality coffee is increasing even if more money is paid, making specialty coffee one of the new trends in the coffee industr y.
The purpose of this study is to compare and analyze the specialty coffee s election properties of consumers using the specialty coffee franchise with th e level of utility and importance using the concoction analysis, and identify c onsumers' preferences in the specialty coffee franchise to refer to them as data for optimal marketing and future business activities.
Through this purpose, we understand what attributes consumers consider i mportant when choosing a specialty coffee franchise, and also suggest what efforts should be made to focus on important attributes. Using the concoctio n program, 16 virtual profile cards were produced based on the subselective properties set through prior research, and the respondents were required to rank from 1st to 16th. The survey was conducted through Google Forms an d used SPSS 25.0.
As a result of this study, consumers considered specialty coffee shops as i mportant in order of price (37%), service (23%), accessibility (19%), and tast
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e (18%). The lower the price, the higher the service, the more preferred it was, and usually considered 6,000 won more than enough to pay for a spe cialty coffee shop.
As a practical implication, most consumers who used specialty coffee shops tended to think that a high level of service was consistently important. A nu mber of prior studies by coffee shops and specialty coffee shops showed th at only the influence of price was large, but even though low prices were i mportant, services were also considered important at a very large rate. In a ddition, the results of the partial utility value of the specialty coffee shop sel ection attributes obtained from the concoction analysis were used to create a virtual optimized specialty coffee shop, and through the types 5, 6, and 1 0 that showed high importance and utility, it can help to minimize risk by re ferring to the properties.

목차 (Table of Contents)

• 제 1 장 서 론··································································· 1
• 제 1 절 연구 배경 및 문제제기 ····················································· 1
• 제 2 절 연구 목적 및 필요성 ······················································· 4
• 제 3 절 연구 구성 ···································································· 5
• 제 2 장 이론적 배경······························································· 7
• 제 1 절 스페셜티 커피전문점························································· 7
• 1. 스페셜티 커피의 개념······························································ 7
• 2. 스페셜티 커피전문점의 정의······················································ 8
• 3. 스페셜티 커피전문점 종류와 현황··············································· 9
• 4. 스페셜티 커피전문점 선행연구·················································· 11
• 제 2 절 스페셜티 커피전문점 선택속성············································ 13
• 1. 선택속성의 개념 ·································································· 13
• 2. 스페셜티 커피전문점 선택속성 ··········································· 14
• 3. 스페셜티 커피전문점 선택속성 선행연구 ····································· 15
• 제 3 절 컨조인트······································································· 18
• 1. 컨조인트의 개념 ·································································· 18
• 2. 컨조인트의 절차 ·································································· 18
• 3. 컨조인트를 활용한 선행연구 ··················································· 19
• 제 3 장 연구 방법································································· 22
• 제 1 절 연구과제 ································································ 22
• 1. 연구진행과정 ·································································· 23
• 제 2 절 컨조인트 분석을 위한 연구 설계 ········································ 24
• 1. 스페셜티 커피전문점의 상위 선택 속성 ······································ 24
• 2. 스페셜티 커피전문점의 하위 선택속성········································· 27
• 3. 컨조인트 분석 카드 디자인 설정 ·············································· 32
• 제 3 절. 연구 조사를 위한 설계····················································· 34
• 1. 설문지 구성 ········································································ 34
• 2. 변수의 조작적 정의 ······························································ 35
• 1) 커피의 맛 ·········································································· 35
• 2) 커피의 향 ·········································································· 35
• 3) 가격 ················································································· 35
• 4) 접근의 용이성 ···································································· 36
• 5) 프랜차이즈 ········································································· 36
• 3. 자료수집 및 분석 방법 ·························································· 37
• 제 4 장 연구 결과································································· 38
• 제 1 절 표본의 인류통계학적인 특성 ············································· 38
• 제 2 절 표본의 스페셜티 커피전문점 소비형태 ································· 40
• 제 3 절 스페셜티 커피전문점 선택속성의 상대적 중요도 ····················· 42
• 1. 스페셜티 커피전문점 선택속성의 상대적 중요도와 부분가치 ············· 42
• 2. 스페셜티 커피전문점 최적속성 조합 ·········································· 47
• 제 5 장 결론 및 시사점과 한계점··············································· 49
• 제 1 절 연구 결과의 요약 ······················································ 49
• 제 2 절 연구의 시사점····························································· 50
• 제 3 절 연구의 한계점··································································· 52
• 참고문헌···················································································· 53
• 설문지······················································································· 63