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The Structural Relationships between Selection Attributes, Consumer Attitude, Trust and Repurchase Intention of Franchisee's Delivery Service
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외식 프랜차이즈 배달서비스 제공업체의 선택속성과 소비자 태도, 신뢰, 재구매 의도 간의 구조적 관계

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Type
Academic journal
Author
Kwon ki joon (호원대학교)
Journal
한국프랜차이즈학회 프랜차이징 저널 프랜차이징 저널 제7권 제3호 KCI Accredited Journals
Published
2021.11
Pages
67 - 86 (20page)
DOI
10.22985/kasof.2021.7.3.004

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The Structural Relationships between Selection Attributes, Consumer Attitude, Trust and Repurchase Intention of Franchisee's Delivery Service
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The purpose of this study is to identify the causal relationships between selection attributes of franchisee's delivery service, consumer attitude, trust and repurchase intention. To verify the hypotheses, a total of 327 data were analyzed by using structural equation models. The major findings are as follows. First, among the selection attributes, order system quality, brand image, and food quality were found to have a positive (+) effect on consumer attitudes, but price did not have a statistically significant effect. Second, it was found that the quality of the ordering system, brand image, and food quality had a significant effect on trust, but the price did not. Third, price, brand image, and food quality had a significant effect on repurchase intention, but the quality of the ordering system did not have a significant effect. Fourth, consumer attitude and trust had a significant effect on repurchase intention. Finally, theoretical and managerial implications are discussed.

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