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남녀 관광객의 돌산 갓김치에 대한 선호도에 미치는 영향 요인의 컨조인트 평가
강종헌,정항진,Kang Jong-Heon,Jeong Hang-Jin 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.3
The purpose of this study was to identify tourist product factor combinations which confer the highest utility to tourists and to establish the relative importance of factors in terms of their contribution to total utility across gender. Among 250 questionnaires, 230 questionnaires were utilized for the analysis. $X^2$ analysis, Conjoint model, Max. Utility model, BTL model, Logit model, K-means cluster analysis, and one-way anova analysis were used for this study. The findings from this study were as follows. First, the Pearson's R and Kendall's tau statistics showed that the model fitted the data well across gender. Second, it was found that total respondents and three clusters regarded taste price as the very important factor across gender. Third, it was found that the male and female tourists most preferred product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. Fourth, it was found that the male tourists most preferred simulation product with light red color, shaped package, and highly pungent taste sold at a cheap price in factory. The female tourists most preferred simulation product with light red color, shaped package, and mild taste sold at a cheap price in factory. Finally, the results of the study provide some insights into the types of effective product designs that can be successfully developed by marketers.
대학생들의 피자 전문점 선택에 영향을 미치는 속성에 대한 평가
강종헌,정인숙,Kang Jong-Heon,Jeong In-Suk 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.1
The purpose of this study was to measure the pizza purchasing behavioral characteristics of respondents and importances of factors affecting pizza purchase, to estimate the effects of attributes on pizza restaurant choice, and to predict probability of selecting a particular pizza restaurant The questionnaire consisted of two parts: The paired experimental profiles, purchasing behavior and importances of factors affecting pizza purchase. This study generated profiles of 16 hypothetical pizza restaurant based on the seven attributes. The profiles comprised 16 discrete sets of variables, each of which had two levels. For this study, researcher randomly selected 150 students of university as respondents. Twenty students did not complete the survey instrument, resulting in a final sample size of 129. All estimations were carried out using frequency, correlation, phreg procedure of SAS package. The results were as followed Based on the estimated model, the -2LL(B) statistic for a model with all explanatory variables was 5585.761 and the Chi-square statistic is 134.786 with 7 df (p<0.001). At p<0.001, we would reject the null hypothesis that the attributes do not influence choice. The parameter estimate for price was highest, followed by late delivery time, promised delivery time, money-back guarantee, discount, pizza variety, and pizza temperature. The result from this study suggested that there was an opportunity to increase market share and profit by improving operations so that customers receive discount and money-back guarantee simultaneously, and by reducing price, delivery time.
서양 음식점에 대한 고객들의 과거 행동과 부정적인 구전 행동 의도의 관계에 미치는 매개 효과 평가
강종헌,표길택,Kang, Jong-Heon,Pyo, Gil-Taek 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.5
The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.
강종헌 한국관광산업학회 1994 Tourism Research Vol.8 No.1
The price of God is one of attributes affecting foodservice management. Logical pricing is same paper wraping food well. And so irrational pricing affects market condition bad, resulting high food cost, and diminising selling amount. Therefore, this study started to help in pricing which guarantee profit and satisfy customer. To attain the study objection, this study discussed the significance of food pricing, the support system of food pricing, the food pricing method. Then this study presents pricing objection, pricing alternatives. The pricing objection is as follows. ① Developing the social culture ② Satisfing the objection of eating out ③ Maximzing the profit The pricing alternatives is as follows. ① The pricing developing the food life or the food culture ② The scientific market investigation ③ The strategy of the price increase ④ The strategy of the price reduction ⑤ The pricing by analyzing the minum sales point ⑥ The strategy of the secondary sales ⑦ The pricing by analyzing the contribution to profit ⑧ The pricing by analyzing the sliding scale fixed price
종사원의 서비스에 대한 지각된 희생, 품질, 가치와 행동 의도의 인과 관계 평가 - 전남 동부권 관광객을 중심으로 -
강종헌,이재곤,Kang, Jong-Heon,Lee, Jae-Gon 동아시아식생활학회 2007 동아시아식생활학회지 Vol.17 No.1
This study measured the causal relationships among tourist-perceived sacrifice, service quality, service value, and behavioral intention of employee's service. A total of 224 questionnaires were completed. The equation model was used to measure the causal effect. The results demonstrated that the structural analysis result for the data was an excellent model fit. The influences of perceived value and service quality on service value were statistically significant. As expected, service quality and service value had significant effects on behavioral intention. Moreover, overall service quality played a mediating role in the relationship between perceived sacrifice and service value. Service value played a mediating role in the relationship between service quality and behavioral intention.