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한국이벤트컨벤션학회> 이벤트컨벤션연구> 스타벅스 가격공정성의 친환경인식과 추가지불의도에 대한 매개효과

KCI등재

스타벅스 가격공정성의 친환경인식과 추가지불의도에 대한 매개효과

Mediation Effect of Starbucks Price Fairness on the relation between Eco-friendly perception and Willingness to Pay Premium

송명근 ( Song Myung Keun ) , 문준호 ( Moon Joon Ho )
  • : 한국이벤트컨벤션학회
  • : 이벤트컨벤션연구 37권0호
  • : 연속간행물
  • : 2020년 02월
  • : 115-130(16pages)

DOI

10.31927/asec.16.1.7


목차

I. 서 론
II. 이론적 배경 및 가설도출
III. 연구방법
IV. 분석결과
V. 결론 및 시사점
참고문헌

키워드 보기


초록 보기


						
Purpose - The purpose of this research is to investigate the mediation effect of price fairness between eco-friendly perception and willingness to pay premium in the domain of coffee service.
Design, data, and methodology -This study collected the data using Amazon Mechanical Turk. The number of observation is 415. This research performed frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and regression analysis using Baron and Kenny(1986) mediation test.
Result - The results indicate that price fairness fully mediated the relation between eco-friendly perception and willingness to pay premium. Eco-friendly perception positively affected the price fairness, and price fairness positively impacted on willingness to pay premium.
Conclusions - This study theoretically contributes to the literature by presenting the clarification about the association among three attributes. Given the results, this study could provide the practical implication for the coffee business managers.

UCI(KEPA)

간행물정보

  • : 사회과학분야  > 관광학
  • : KCI등재
  • :
  • : 계간
  • : 1738-7981
  • :
  • : 학술지
  • : 연속간행물
  • : 2005-2020
  • : 306


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발행기관 최신논문
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1전시회 체험과 계획행동이론의 적용을 통한 참관객 행동에 대한 연구

저자 : 강희래 ( Kang Hee Rae )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 1-21 (21 pages)

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초록보기

Purpose -Trade between countries has increased rapidly over the past few decades due to the internationalization of modern society, which it also led the evolution of the exhibition industry. As the exhibition industry evolves and expands in different forms, the scope of exhibition experience has also expanded. Therefore, studying exhibition attendees' experience and behavior are critical to keep pace with the industry changes. The aim of this study is to analyse the factors that affect exhibition attendees' behavior by using the TPB and exhibition experience variables.
Research Design, data, and methodology -By carrying out the exploratory factor analysis, underlying factors of the TPB and exhibition experience variables were extracted. Using the extracted factors, multiple regressions were conducted. Also, Baron & Kenny(1986)'s 3-step regression approach was used for validating the mediation effect.
Result -Among the TPB variables, only 'attitude' had a statistically significant relationship with the behavioral intention, and the exhibition experience factors were also found to have significant relationships with the behavioral intention. Furthermore, the mediating effects of 'attitude toward visiting exhibition' were proven to be significant on the relationships between the exhibition experience factors('educational experience', 'entertainment experience', 'escapist experience') and the behavioral intention.
Conclusions - Exhibition marketers should consider providing positive entertainment and educational experiences as these are important factors that positively affect the revisit and recommendation intentions of the exhibition attendees.

2작은 결혼식에 대한 소비자인식이 인지적 태도와 구전의도에 미치는 영향

저자 : 임소희 ( Im So Hee ) , 이미혜 ( Lee Mi Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 23-42 (20 pages)

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(기관인증 필요)

초록보기

Purpose - This study set out to investigate consumers' awareness of a small wedding on their cognitive attitude and word-of-mouth intention through empirical research, thus making a contribution to the establishment of a sound and frugal "small wedding" as a new form of wedding for the settlement of the right wedding culture.
Design, Data, and Methodology - A theoretical system was built for the concepts of consumers' awareness, cognitive attitude, and word-of-mouth intention about a small wedding based on literature study and also for influential relations among these factors. Consumers' awareness was comprised of four components including cultural, social, economic, and psychological factors. Consumers' cognitive attitude and word-of-mouth intention were measured and investigated with multiple items at a single level.
Results- The study tested the hypotheses and found that the economic factors of consumers' awareness of a small wedding had negative(-) effects on their cognitive attitude and word-of-mouth intention. That is, consumers lacked in the perception that a small wedding was economic and efficient. These findings raise a need for plans to help consumers think that a small wedding is economic and efficient instead of empty formalities and vanity.

3호캉스 여행객의 라이프 스타일 유형에 따른 호텔이용만족과 재방문의도의 차이 연구 - 부산의 특급호텔을 중심으로

저자 : 김보경 ( Kim Bo Kyeong )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 43-60 (18 pages)

다운로드

(기관인증 필요)

초록보기

Purpose -The purpose of this study was to investigate the lifestyle of the Hocance travelers who visited luxury hotels in Busan, and examine not only the differences in hotel use satisfaction and intention to revisit, but also the relationship between satisfaction and intention to revisit according to the lifestyle of the Hocance travelers.
Research Design, data, and methodology -A questionnaire was conducted over the Internet for a month from August 1st to 31st, 2019, and a cluster analysis was conducted to categorize lifestyle. In addition, the satisfaction of hotel and intention to revisit according to the lifestyle of Hocance travelers were measured by One-way Anova and post-hoc analysis. Lastly, regression analysis was conducted to examine the relationship between satisfaction and intention to revisit.
Result - From the results of this study, there was a statistically significant difference in satisfaction with the use of luxury hotels by the cluster of lifestyle type of hocance travelers. In particular, leisure / active / challenge seeking type cluster had the highest satisfaction with hotel use and intention to revisit. The higher the satisfaction with hotel, the higher the intetion to revisit.
Conclusions - The results of this study expect to offer a positive contribution, providing variable information to draw new strategies to intrigue more Hocance travelers and exploit the better hotel service and product to fit Hocance travelers.

4전통시장의 캐릭터에 대한 호감도가 장소애착과 관계지속의도에 미치는 영향에 관한 연구

저자 : 박용진 ( Park Yong Jin )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 61-78 (18 pages)

다운로드

(기관인증 필요)

초록보기

Purpose - This study attempted to a Study on the Influence of Favorability of Character in Traditional Market on Place Attachment and Relationship Intention
Design, data, and methodology -The experimental design surveyed 184 people who visited traditional markets and underground shopping centers. The SPSS Statistics were used to analyze frequency, factor analysis, reliability analysis, correlation analysis, and regression analysis
Result -The results of the analysis show that the preference for characters in traditional markets has a significant effect on both place attachment and relationship intention.
Conclusions -These results can be said that the accumulated favorability through the various applications of the characters has an attachment to the traditional market and affects the relationship intention to revisit or recommend the traditional market to others. It can be considered important to design characters, which are being applied as methods of communication with consumers, to be friendly and to actively utilize them in large structures, 3-dimensional photo zones, and all promotional products to increase favorability. Also, this implies that it is effective to place focus on character design or application in the promotion of traditional market vitalization projects in the future.

5파인다이닝 이용객의 시장세분화와 선택속성

저자 : 강신겸 ( Kang Shin Kyum ) , 도경록 ( Doh Kyung Rok )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 79-96 (18 pages)

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(기관인증 필요)

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Purpose - Fine-dining Restaurant is newly emerging trend in Korea. Nevertheless, performance of the business is not profitable. In order to increase the competitiveness of business for better performance, managers of the business have to learn more about their customers. By applying the concept of market segmentation and selection attributes, this study reveals the characteristics of customers and their selection attributes for eating out.
Design, data, and methodology - Customers were divided into two different group, aggressive customers and normal customers based on their attitude toward eat-out. About Five hundreds sixty respondents have been participated in survey. Factor analysis, Cluster analysis, and T-test have been applied to analyze data.
Result - The results showed that customers in aggressive group are younger and richer. They used to be more frequently enjoying eat out, and spending more money for food. Meanwhile, selection attributes for fine-dining restaurants have been classified into six factors such as 'quality', 'service', 'reputation', 'comfortability', 'cost-effectiveness', 'accessibility'. Customers in aggressive group have been more sensitive to quality of food, while customers in both group did not consider the price as critical element when they select fine dining.
Conclusions - In order to continue the growth of fine dining, both of repeated visiting of loyal customers and emerging of new customers are required for better performance. Fine dinning managers have to remember that not only quality of food, but also other factors such as accessibility would be crucial consideration of their customers.

6키오스크 외식매장의 사용성이 관계품질에 미치는 영향

저자 : 조원영 ( Cho Won Young ) , 박진아 ( Park Jin A ) , 황재준 ( Hwang Jae Jun ) , 김수현 ( Kim Soo Hyun )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 97-113 (17 pages)

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Purpose - The purpose of this study was to provide basic data to managers or marketers of restaurant companies that use kiosks to efficiently establish kiosks and enhance their utilization by learning about the effect of their use on the relationship quality.
Design, data, and methodology -To accomplish this purpose, This study elicited 32 questions in total. Statistical processing of the collected data used the SPSS 21.0 Statistical Package Program and calculated the frequency and percentage of each item.
Result -The use of kiosk restaurant outlets was divided into four factors: consistency, learning ability, scalability and usefulness, among which learning and usefulness were found to have a significant impact on satisfaction. In other words, kiosks in restaurant stores mean that the user's satisfaction is determined by how quickly and easily the user learns to use them, and to what extent the user feels efficient and convenient. In addition, scalability, which refers to the characteristics of additional services and problem-solving support features that can be supported through the use of kiosks, has no significant impact on trust. The addition of these features means that they can have a positive impact on customer satisfaction but cannot be trusted.
Conclusions -Based on the results that learning and usefulness were factors that positively affected both satisfaction and trust among restaurants using kiosks, interface designs such as screen design and letter size should be improved to enhance the prevalence and utilization of kiosks so that they can learn how to use them quickly and easily.

7스타벅스 가격공정성의 친환경인식과 추가지불의도에 대한 매개효과

저자 : 송명근 ( Song Myung Keun ) , 문준호 ( Moon Joon Ho )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 115-130 (16 pages)

다운로드

(기관인증 필요)

초록보기

Purpose - The purpose of this research is to investigate the mediation effect of price fairness between eco-friendly perception and willingness to pay premium in the domain of coffee service.
Design, data, and methodology -This study collected the data using Amazon Mechanical Turk. The number of observation is 415. This research performed frequency analysis, exploratory factor analysis, reliability test, correlation analysis, and regression analysis using Baron and Kenny(1986) mediation test.
Result - The results indicate that price fairness fully mediated the relation between eco-friendly perception and willingness to pay premium. Eco-friendly perception positively affected the price fairness, and price fairness positively impacted on willingness to pay premium.
Conclusions - This study theoretically contributes to the literature by presenting the clarification about the association among three attributes. Given the results, this study could provide the practical implication for the coffee business managers.

8항공사 객실승무원의 직무환경, 번아웃 증후군, 이직의도의 관계연구

저자 : 정태연 ( Jung Tae Youn )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 131-147 (17 pages)

다운로드

(기관인증 필요)

초록보기

Purpose - The purpose of this study was to investigate the relationship between Job environment, Burnout syndrome, Turnover intention of Airline Cabin Crew.
Design, data, and methodology -For the purpose of study, 210 survey questionnaires were distributed among the cabin crews who are working for airline industry from 15st Nov, 2019 to 30th Nov, 2019. Due to the reliability of data, 9 samples were discarded and 201 samples were put to actual analysis. In order to accomplish the purpose of the study, the researcher conducted and analyzed by using SPSS Ver. 21.0 statistics package.
Result - The results of the study were as follows. First, job environment had significantly n negative effect on burnout syndrome. Secondly, burnout syndrome had significant effects on turnover intention. Thirdly, job environment negatively affected on turnover intention.
Conclusions - At the organizational level, it is necessary to minimize burnout syndrome and turnover of airline cabin crews through continuous improvement of the job environment. In particular, employees with burnout syndrome should establish a system in which anyone can receive counseling, ensure the confidentiality of the counseling contents, and ensure that counseling does not penalize personnel evaluations.

9안양시민축제의 차별성 및 발전방향 고찰

저자 : 강준수 ( Kang Jun Soo )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 149-172 (24 pages)

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(기관인증 필요)

초록보기

Purpose - The purpose of this study is to discuss the differentiation of Anyang Citizens' Festival and to get the attention of local citizens and visitors in the future, and to review the improvement plan to develop into a successful festival.
Design, data, and methodology - The Anyang Culture & Arts Foundation conducted a self-initiated survey of citizen monitoring teams consisting of seven men and thirteen women in order to present improvements for the differentiation and development direction of the Anyang Citizen Festival.
Result - As a result of comprehensive analysis of the survey results, this study discusses the development plan of Anyang Citizen's Festival: 1. unification of festival space, 2. application of storytelling using digital media technology, 3. content through new festival concept Development 4. development of performance content that penetrates the theme of the festival.
Conclusions - Securing the spontaneity and identity of the Anyang Citizens' Festival is more competitive than other festivals in other regions. However, the large-scale performances of citizens, the core killer contents of Anyang Citizens' Festival, have the same pattern every year. The implications of this study are to highlight the differentiation based on the citizenship and voluntary participation of the Anyang Citizens Festival and to present detailed measures for improvement based on the limitations of the Anyang Citizens Festival. On the other hand, the limitation of this study is that the Anyang Citizens' Festival did not elicit more diverse discussions in the concept or contents of festivals, which could secure future development and success.

10웨딩이벤트 소비자의 소비가치와 소비성향이 웨딩이벤트 선택속성과 행동의도에 미치는 영향

저자 : 김성연 ( Kim Soung Yeon ) , 이미혜 ( Lee Mi Hye )

발행기관 : 한국이벤트컨벤션학회 간행물 : 이벤트컨벤션연구 37권 0호 발행 연도 : 2020 페이지 : pp. 173-194 (22 pages)

다운로드

(기관인증 필요)

초록보기

Purpose - The purpose of this study is to empirically verify the effect of the consumption value and propensity of wedding event consumers between wedding event selection attributes of wedding event selection and the degree of behavior intention.
Design, data, and methodology -This study was conducted on prospective wedding event consumers in 2017. With 376 effective samples, the analysis of demographics, factors, reliability, and multiple regression was performed with SPSS 21.0. There was a significant impact relationship between the value of consumption, propensity for consumption, selection attribute, and degree of behavior intention among wedding event consumers.
Result - The results of this study show that it is important to develop ideal attractions to capture wedding event consumers with diverse needs and develop existing ones and move on to trends through changes within them.
Conclusions -The results of this study are hoped that various wedding event strategies will be developed by wedding event consumers and that research on them will continue.

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