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베이커리 점포속성이 지각 위험과 점포충성도에 미치는 영향

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Alternative Title
The Influence of Bakery Store Attributes on Perceived Risk and Store Loyalty
Abstract
As the needs of the diversified consumer, bakery industry is facing fierce competition. In this situation, existing customers and continue to prevent the departure of customers is a good way to occupy competitive advantage securely. It is becoming an important marketing goal.
When consumers purchase a product, such as store attribute and perceived risk factors are considered. From theoretical basis of previous studies, Consumer's decision-making is affected on the store attributes and the perceived risk. Then this also will affect store loyalty. Store attributes are several characteristics that make up the store, and store attributes are valuation standards about stores. It is including a variety of dimensions, such as Product level and service level. The interaction of the store attributes is forming store image and It is store's choice criteria that to purchase bakery products.
Perceived risk means the risk of unexpected might occur after purchase, when consumers choice bakery products for purchasing. Perceived risk consists of Performance risk, physical risk, financial risk, the risk of loss-time, social risk, psychological risk, and consumers are making a different decision on the level of perceived risk, when they purchase a product.
In this study, the sub-factors of store's attributes were classified in product quality, physical environment, employee response, and were used in the empirical analysis. The sub-factors of perceived risks were classified in physical risk, psychological risk, financial risk, and were used in the empirical analysis.

Store attributes for bakery products and perceived risk as antecedents of store loyalty are to be affect store loyalty. empirical results of this study are as follows.
First, the product quality affects physical risk and financial risk in positive (+). It proves consumers awareness: the higher awareness on the product quality, the stronger perceived risk.
Second, physical environment affects physical risk and psychological risk in minus (-) and employees' attitude affects all the risks including physical, psychological and financial risks in minus (-).
Third, physical risk and financial risk of perceived risk don't have synonymity effect on store loyalty but psychological risk exclusively affects store loyalty in minus (-).
Fourth, when it comes to the effect relations between physical risk and store loyalty, psychological risk has partial meditated effect.
Fifth, when it comes to the effect relations between employees' attitude and store loyalty, psychological risk remains partial meditated effect.
Bakery stores attributes and perceived risk affects of store loyalty as antecedent's factor. The control of the store's attributes and the perceived risk are to increase their customer loyalty and competitive advantage of bakery store.
Author(s)
박동춘
Issued Date
2012
Awarded Date
2012. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000006014
Alternative Author(s)
Park, Dong-Choon
Affiliation
제주대학교
Department
경영대학원 경영학과
Advisor
김형길
Table Of Contents
Ⅰ. 서 론 1
1. 문제의 제기 1
2. 연구의 목적 3
3. 연구 방법과 구성 4

Ⅱ. 이론적 배경 6
1. 베이커리 점포속성 6
1) 베이커리의 개념과 유형 6
2) 점포속성 요인 11
3) 점포속성과 점포선택 행동 13
2. 지각 위험 21
1) 지각 위험의 개념과 유형 21
2) 지각 위험과 소비자 선택 23
3) 지각 위험의 선행요인과 결과 변수 26
3. 점포충성도 27
1) 점포충성도의 개념과 특성 27
2) 점포충성도의 선행요인 28
3) 점포충성도의 측정 28

Ⅲ. 연구 모형과 가설의 설정 30
1. 연구 모형 30
2. 가설의 설정 31
3. 변수의 조작적 정의 34
1) 점포속성 34
2) 지각 위험 34
3) 점포충성도 34
4. 조사 설계와 분석방법 36
Ⅳ. 실증분석 38
1. 조사의 개요 38
1) 표본의 인구 통계학적 특성 38
2) 베이커리 제품 이용 행동 분석 40
2. 신뢰성 및 타당성 분석 42
1) 점포속성 42
2) 지각 위험 43
3) 점포충성도 44
3. 가설검증 46
1) 베이커리 점포의 제품 품질과 지각 위험 47
2) 베이커리 점포의 물리적 환경과 지각 위험 48
3) 베이커리 점포의 종업원 응대와 지각 위험 48
4) 소비자의 지각 위험과 점포충성도 49
5) 지각 위험의 매개 효과 50
Ⅴ. 결 론 58
1. 연구요약 58
2. 연구의 시사점 60
1) 이론적 시사점 60
2) 실무적 시사점 61
3. 연구의 한계 및 향후 연구 방향 63
참고문헌 64
설 문 지 70
Degree
Master
Publisher
제주대학교 경영대학원
Citation
박동춘. (2012). 베이커리 점포속성이 지각 위험과 점포충성도에 미치는 영향
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Graduate School of Business Administration > Business Administration
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