서브웨이 샌드위치 전문점의 지불의사 및 위험에 영향을 미치는 요인

초록

Sandwich market is an important domain in the food service business. However, scant research was performed to figure out the consumer characteristics in the sandwich store domain. Hence, the purpose of this study is to investigate the determinants of willingness to pay and risk in the domain of sandwich stores. As the explanatory elements, this research proposed price fairness, crowdness, and food quality. For the data collection, this study used Amazon Mechanical Turk. The number of observation is 294. For the data analysis, this research adopted exploratory factor analysis, frequency analysis, correlation analysis, and multiple regression analysis. The results indicated that price fairness is positively associated with willingness to pay. Also, the results showed an U-shape relation between risk and crowdness. Lastly, this research presented that food quality is positively associated with willingness to pay, whereas food quality is negatively related to risk.

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