지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.3
- 수록면
- 187 - 209 (23page)
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초록· 키워드
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This research tried to analyze how consumers think about the fair trade products and franchise companies related to them and investigate their relationship with the purchase intention. Ultimately, the purpose of this research is to contribute the activation of the Fair trade and suggest market-oriented approach based on the research result. By targeting students above collage who have experienced the purchasing of the fair trade products before as study objects, this study carried out an investigation from Mar. 1, 2011 to Apr. 20, 2011 and performed face-to face interviews. The quantity of samples was 328 in total. This study was analyzed through questionnaires based on literature reviews and the derived variables from preceding studies. As a methodology, PASW (version 17.0) and SPSS (version 18.0) were used to analyze the collected data, and frequency analysis, reliability, exploratory factor analysis were carried out. In addition, to examine 3 hypothesis related the research model, empirical evaluation was carried out through multiple regression analysis. The empirical evaluation results were identified that consumers" fair trade products" awareness impacted on franchise corporate images and purchase intention positively. Also, franchise corporate images had positive influence on purchase intention. These results could be helped in understanding consumer"s purchase behavior related the fair trade products and working out useful marketing strategies by marketers or managers in the food franchise industry.
목차
ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 실증 분석결과
Ⅴ. 결론 및 제언
Ⅵ. 참고문헌
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