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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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본 연구는 카페에서 제공하는 메뉴 정보에 따라 소비자의 선호도, 신뢰도, 구매의도에 미치는 영향에 대해 알아보고자 진행되었다. 메뉴의 특성상 외식업체의 강력한 내부통제 도구로서 활용되기 때문에 소비자의 행동의도에 영향을 미치는 요인으로 여겨져 왔다. 또한 메뉴는 소비자가 첫 번째로 외식업의 식음료를 인지하는 과정이다. 그만큼 메뉴 정보는 소비자의 행동의도에 미치는 영향이 크지만 아직까지 연구는 미비한 상황이다.
구글 온라인 설문지를 배부하여 250부 중 불성실한 답변 16부를 제외한 234부를 통계자료로 활용하였으며 통계 패키지 프로그램 SPSS20.0을 활용하여 신뢰도 분석, 요인 분석, 상관관계 분석 및 조절회귀분석을 실시하였다. 연구 결과는 다음과 같다. 메뉴 정보의 중요성은 소비자의 행동의도에 모두 유의한 영향을 미쳤으며 이때 메뉴 정보의 중요성과 신뢰도 간의 관계에서만 인지욕구가 조절효과로서 사용되었다.
본 연구의 결과는 다음과 같다. 메뉴 정보는 소비자의 선호도·신뢰도·구매의도에 유의한 영향을 미치는 것으로 나타났다. 메뉴 정보와 소비자의 선호도·신뢰도·구매의도 간에 인지욕구를 조절효과로 검증한 결과 신뢰도와 구매의도에 유의한 영향을 미치는 것으로 나타났다.
이를 바탕으로 한 시사점은 다음과 같다. 메뉴에 대한 정보는 소비자가 외식업체를 인지하는 효과적인 도구임에도 불구하고 기존의 선행연구가 미비하며 이를 토대로 연구를 진행한 것에 대해 학문적 의의가 있다. 메뉴에 대한 정보는 소비자 행동의도에 모두 정의 영향을 미치는 것을 확인하였으며 이를 통해 향후 메뉴판을 만들 때 참고자료로서 활용할 수 있는 마케팅적 의의가 있다. 마지막으로, 메뉴에 대한 정보와 신뢰도간의 관계에 인지욕구가 유의한 영향을 끼치는 것을 보았을 때 향후 이를 통해 외식기업의 브랜드 충성도 및 새로운 브랜드 런칭에 신뢰도를 주기 위한 자료로 활용할 수 있는 경영학적 의의가 있다.
구글 온라인 설문지를 배부하여 250부 중 불성실한 답변 16부를 제외한 234부를 통계자료로 활용하였으며 통계 패키지 프로그램 SPSS20.0을 활용하여 신뢰도 분석, 요인 분석, 상관관계 분석 및 조절회귀분석을 실시하였다. 연구 결과는 다음과 같다. 메뉴 정보의 중요성은 소비자의 행동의도에 모두 유의한 영향을 미쳤으며 이때 메뉴 정보의 중요성과 신뢰도 간의 관계에서만 인지욕구가 조절효과로서 사용되었다.
본 연구의 결과는 다음과 같다. 메뉴 정보는 소비자의 선호도·신뢰도·구매의도에 유의한 영향을 미치는 것으로 나타났다. 메뉴 정보와 소비자의 선호도·신뢰도·구매의도 간에 인지욕구를 조절효과로 검증한 결과 신뢰도와 구매의도에 유의한 영향을 미치는 것으로 나타났다.
이를 바탕으로 한 시사점은 다음과 같다. 메뉴에 대한 정보는 소비자가 외식업체를 인지하는 효과적인 도구임에도 불구하고 기존의 선행연구가 미비하며 이를 토대로 연구를 진행한 것에 대해 학문적 의의가 있다. 메뉴에 대한 정보는 소비자 행동의도에 모두 정의 영향을 미치는 것을 확인하였으며 이를 통해 향후 메뉴판을 만들 때 참고자료로서 활용할 수 있는 마케팅적 의의가 있다. 마지막으로, 메뉴에 대한 정보와 신뢰도간의 관계에 인지욕구가 유의한 영향을 끼치는 것을 보았을 때 향후 이를 통해 외식기업의 브랜드 충성도 및 새로운 브랜드 런칭에 신뢰도를 주기 위한 자료로 활용할 수 있는 경영학적 의의가 있다.
목차
제 1 장 서 론 ····································································································· 1제 1 절 문제제기 ····························································································· 1제 2 절 연구 목적 ··························································································· 3제 3 절 연구 방법 및 구성 ······································································· 4제 2 장 이론적 배경 ···························································································· 6제 1 절 메뉴 ······································································································ 61. 메뉴의 유래와 정의 ··············································································· 62. 메뉴의 중요성 및 역할 ········································································ 83. 메뉴 정보의 중요성 및 역할 ··························································· 10제 2 절 소비자 행동의도 ········································································· 121. 소비자 행동의도의 개념 ···································································· 122. 신뢰도의 개념 ························································································ 153. 선호도의 개념 ························································································ 174. 구매의도의 개념 ··················································································· 17제 3 절 인지욕구 ··························································································· 191. 인지욕구의 개념 ··················································································· 192. 인지욕구의 중요성 및 역할 ····························································· 20제 3 장 연구방법 ································································································ 22제 1 절 연구 모형 ························································································ 221. 연구 모형 ································································································· 222. 연구 가설 ································································································· 23제 2 절 조사 설계 ······················································································ 251. 표본 선정 ································································································· 252. 설문지 구성 ···························································································· 252. 변수의 조작적 정의 ············································································· 27제 4 장 연구결과 ································································································ 29제 1 절 인구 통계학적 특성 ······································································· 291. 인구 통계학적 특성 ············································································· 29제 2 절 측정항목의 신뢰도와 타당성 검증결과 ································· 301. 메뉴 정보 측정의 신뢰도와 타당성 검증결과 ·························· 302. 인지욕구의 신뢰도와 타당성 검증결과 ······································· 313. 선호도의 신뢰도와 타당성 검증결과 ············································ 324. 신뢰도의 신뢰도와 타당성 검증결과 ············································ 325. 구매의도의 신뢰도와 타당성 검증결과 ······································· 33제 3 절 상관관계분석 ···················································································· 34제 4 절 가설검증 ····························································································· 351. 메뉴 정보가 선호도에 미치는 영향 ···················································· 352. 메뉴 정보가 신뢰도에 미치는 영향 ···················································· 363. 메뉴 정보가 구매의도에 미치는 영향················································ 374. 메뉴정보와 선호도의 관계에 인지욕구 조절효과 검증·················· 395. 메뉴정보와 신뢰도의 관계에 인지욕구 조절효과 검증·················· 416. 메뉴정보와 구매의도의 관계에 인지욕구 조절효과 검증·············· 43제 5 장 결론 ········································································································· 45제 1 절 연구결과 요약 ·················································································· 45제 2 절 연구의 시사점 및 한계점 ···························································· 471. 연구의 시사점 ························································································ 471. 연구의 한계점 ························································································ 48참고문헌 ·················································································································· 49설문지 ······················································································································ 57Abstract ····················································································································· 64감사의 글 ·················································································································· 66
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