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외식기업 컨버전스마케팅이 만족도와 구매의도에 미치는 영향 연구
고미애(Mi Ae Go),김지연(Ji Yeon Kim),이규면(Kyu Myoun Lee) 한국관광연구학회 2015 관광연구저널 Vol.29 No.7
The research suggests academical data and strategic implications to let Foodservice industry have competitive advantages for long-term period through the relationship purchasing intention and consumer satisfaction when a company use convergent marketing. The study can be summarized below. In first hypothesis, perceived expenses by analyzing the relationship between purchasing intention and convergence marketing had negative effects on purchasing intention. Suitability have a positive effect on purchasing intention. However, Image, personal innovativeness and self efficacy do not influence on purchasing intention. In second hypothesis, image had positive effects on consumer satisfaction through analyzing the relationship between convergence marketing and consumer satisfaction. In addition, perceived value, suitability, personal innovativeness and self-efficacy do not influence on consumer satisfaction. In third hypothesis, purchasing intention had positive effects on consumer satisfaction throught the analysis result of relationship between purchasing intention and consumer satisfaction. As a result, achieving the convergence product market requires to figure out consumer characteristics and it needs to develop and find a way to raise the convergence marketing awareness.