샌드위치 전문점의 재방문 의도에 대한 연구

초록

Despite of the growth of sandwich market, scant research has been executed to understand the characteristics of consumers. Hence, the purpose of this research is to investigate the antecedents of revisit intention in the context of sandwich store. As a sandwich store domain, this research chose Subway brand. Five attributes are examined and these include health concern, healthiness, risk, waiting, and brand awareness. This study collected the data using Amazon Mechanical Turk. The main instrument of data collection was survey. For the data analysis, this study employed Statistical package in social science (SPSS) 18.0 version. This study analyzed the data using frequency analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis. The number of survey participants was 294. The data collection was executed during the July on 2018. The results showed that health concern, healthiness, and brand awareness positively impacted on the revisit intention. On the contrary, risk is negatively associated with the revisit intention. This study contributes to the literature by presenting the sandwich market consumer information. The results could be used for the sandwich managers to design their service and product.

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