패스트푸드 전문점 DINESERV를 통한 이용 의도의 선행요인들에 관한 연구

초록

DINESERV is a theoretical underpinning to account for consumer decision making in the food service business domain. This study selects intention to use as the main dependent variable. The purpose of this study is to examine the antecedents of intention to use in the area of fast food business. Five attributes are derived, and these are food quality, price fairness, convenience, employee service, and store atmosphere. This study chooses Burger King as the business case given the brand popularity. The main instrument of this study is a survey. This study collected the data using an online survey, and the valid number of observations is 206. For the data analysis, this study performed statistical analysis. To test the hypotheses, this study implemented multiple regression analysis. Considering the results, we found that intention to use is positively influenced by food quality and price fairness

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