아이스크림 전문점 전환의도 및 재이용의도에 대한 결정요인

초록

The purpose of current research is to examine the determinants of switching intention and reuse intention in the area of ice cream store business. This research selects Baskin Robbins as the research target considering its market share in domestic ice cream business market. This study chooses price fairness, product variety, and delivery convenience as independent variables. The main instrument of this research is survey. This study collected the data using online survey, and the number of observation is 202. Frequency analysis and correlation matrix were used to analyze the data, This study peformed multiple regression analysis to test the hypotheses. Regarding the results, price fairness, product variety, and delivery convenience are positively associated with reuse intention. Moreover, switching intention is negatively influenced by only product variety, while price fairness and delivery convenience appeared as non-significant attributes. The results of this research is used to provide the information for the ice cream store business.

키워드