피자 서비스에서의 가격에 대한 인식과 브랜드 인지도의 영향

초록

This research investigates the effect of price perception and brand awareness in the pizza service business area. This research proposed seven research hypotheses. For the data collection, this research employed Amazon Mechanical Turk service. This research executed confirmatory factor analysis and structural equation modelling to analyze the data. The results indicated that price fairness and perceived, price stability, and brand awareness reduced the perceived risk within pizza service. Also, the results showed the positive association between price fairness and intention to repurchase. Lastly, this research found the negative relation between perceived risk and intention to repurchase.

키워드