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논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국조리학회 Culinary Science & Hospitality Research Culinary Science & Hospitality Research Vol.27 No.2(Wn.127)
- 발행연도
- 2021.2
- 수록면
- 76 - 84 (9page)
이용수
초록· 키워드
오류제보하기
In foodservice industry, online service has become generally recognized for its significance for foodservice companies as well as offline firms. This study was conducted to verify the influence of attributes of online food product distribution channel on brand trust and e-loyalty using 4C (cost, contents, communication, convenience) strategic tool. This study was employed using an online survey conducted in September 2019 on 350 adults who have ordered food service products through an online or application within the last 3 months. Frequency analysis, confirmatory factor analysis, SEM (structural equation modeling) were employed using SPSS 25.0 and AMOS 25.0 program. Statistical analysis demonstrates that content of the website (C.R.=4.574), communication (C.R.=6.808), and Convenience (C.R.=3.316) perceived by consumers who ordered food service product through online have significantly influence on brand trust. This study also confirmed the relationship between brand trust and e-loyalty among customers who ordered food service products by online. Based on these results, current study suggested the importance of online service of food products and which factors are more critical elements to improve the brand trust as well as e-loyalty from online foodservice consumers. Hence, the results of present study will contribute to establish a practical marketing strategy or online food products that have recently increased rapidly due to Corona 19.
목차
ABSTRACT
1. INTRODUCTION
2. LITERATURE REVIEW
3. METHODOLOGY
4. RESULT
5. CONCLUSIONS AND LIMITATION
REFERENCES
참고문헌 (32)
참고문헌 신청
Ancarani, F., & Shankar, V. (2002). Price levels and price dispersion on the internet: A comparison of pure play internet, bricks-and-mortar, and bricks-and-clicks retailers. eBusiness Research Center, Penn State University, University Park, PA.
Biswas, A., & Blair, E. A. (1991). Contextual effects of reference prices in retail advertisements. Journal of Marketing, 55(3), 1-12.
Cha, S. S., & Park, C. (2016). A comparative study on purchasing behavior of multi-channel and single-channel customers using retailer’s data analysis. Journal of Channel and Retailing, 21(3), 157-177.
Choi, S. W., & Lee, B. S. (2013). The effect of country of origin of beef on consumer's quality perception, attitude and purchase intention. Korean Journal of Culinary Research, 17(3), 89-103.
Chun, D. Y., & Kyung, J. S. (2002). Determinants of shopping value and shoppingmall loyalty in internet shoppingmall: In case of entertainment products. Business Administration Research, 31(6), 1681-1705.
Biswas, A., & Blair, E. A. (1991). Contextual effects of reference prices in retail advertisements. Journal of Marketing, 55(3), 1-12.
Cha, S. S., & Park, C. (2016). A comparative study on purchasing behavior of multi-channel and single-channel customers using retailer’s data analysis. Journal of Channel and Retailing, 21(3), 157-177.
Choi, S. W., & Lee, B. S. (2013). The effect of country of origin of beef on consumer's quality perception, attitude and purchase intention. Korean Journal of Culinary Research, 17(3), 89-103.
Chun, D. Y., & Kyung, J. S. (2002). Determinants of shopping value and shoppingmall loyalty in internet shoppingmall: In case of entertainment products. Business Administration Research, 31(6), 1681-1705.
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