목차

제1장 서론 ························································································1
제1절 문제의 제기····························································································1
제2절 연구의 목적····························································································4
제3절 연구의 방법 및 범위 ··········································································5
제2장 이론적 배경 ·········································································8
제1절 국내 커피원두시장 현황······································································8
1. 국내 커피원두 유래와 변천···································································8
2. 국내 커피원두 제조 및 소비 현황 ·····················································10
제2절 제품지식 ···································································································15
1. 제품지식의 개념 ·····················································································15
2. 제품지식에 관한 선행연구···································································19
제3절 추구편익 ·······························································································22
1. 추구편익의 개념 ·····················································································25
2. 추구편익에 관한 선행연구···································································25
제4절 상품속성 ·······························································································29
1. 상품속성의 개념 ·····················································································28
2. 상품속성에 관한 선행연구···································································33
제5절 구매태도와 구매의도 ··········································································36
1. 구매태도와 구매의도의 개념 ·······························································36
1) 구매태도의 개념 ··················································································36
2) 구매의도의 개념 ··················································································39
2. 구매태도와 구매의도에 관한 선행연구·············································41
1) 구매태도에 관한 선행연구 ································································41
2) 구매의도에 관한 선행연구 ································································44
제6절 관여도···································································································47
1. 관여도의 개념·························································································47
2. 관여도에 관한 선행연구 ·······································································50
제3장 연구의 설계 및 조사방법 ··············································54
제1절 연구의 모형 및 가설 설정································································54
1. 연구의 모형 ·······························································································54
2. 연구가설의 설정·······················································································55
제2절 조사 설계 ······························································································62
1. 표본선정 및 자료수집·············································································62
2. 변수의 조작적 정의 ·················································································64
3. 설문지의 구성···························································································68
4. 분석방법 ·····································································································69
제4장 실증분석 및 해석 ·····························································71
제1절 표본의 인구통계학적 특성································································71
제2절 측정도구의 신뢰성 및 타당성··························································75
1. 탐색적 요인분석·······················································································75
2. 신뢰성 분석 ·······························································································80
3. 확인적 요인분석·······················································································82
4. 상관관계분석 ·····························································································84
제3절 연구모형의 검증··················································································86
제4절 가설의 검증 및 결과의 해석····························································87
1. 가설의 검증 ·······························································································87
2. 가설 검증 결과 해석···············································································95
제5장 결론 ·····················································································98
제1절 연구의 요약··························································································98
제2절 연구의 시사점···················································································100
1. 학문적 시사점 ·························································································100
2. 실무적 시사점 ·························································································101
제3절 연구의 한계점 및 향후 연구방향 ····················································103
참고문헌 ·································································································104
설문지 ·····································································································121
Abstract ································································································ 125