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Determinants of Switching Intention and Reuse Intention of Ice Cream Store
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아이스크림 전문점 전환의도 및 재이용의도에 대한 결정요인

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Type
Academic journal
Author
Joonho Moon (강원대학교) SONG MYUNGKEUN (동아대학교) Tang Ruo-Han (경기대학교 여가관광개발학과)
Journal
Korea hotel resort Association 호텔리조트연구 호텔리조트연구 제20권 제2호 KCI Accredited Journals
Published
2021.1
Pages
241 - 254 (14page)

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Determinants of Switching Intention and Reuse Intention of Ice Cream Store
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Abstract· Keywords

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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.
#Switching Intention #Reuse Intention #Price Fairness #Product Variety #Delivery Convenience

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권난경 / 2017 / 잠재관광객의 위험지각이 태도, 정보탐색 구매의도 및 전환의도에 미치는 영향연구 : 서울지역 고객을 중심으로 / 관광레저연구 29(2):5~23 dbpia 권태일 / 2019 / IPA를 이용한 크루즈 관광객의 선택속성과 만족도, 재이용의도, 추천의도 간의 영향관계 연구 / 호텔경영학연구 28(2):217~232 dbpia 권혁진 / 2017 / 에어비앤비 호스트 특성이 호스트신뢰 및 재이용의도에 미치는 영향 / 호텔경영학연구 26(7):55~70 Crossref 김민선 / 2020 / 배달외식 서비스의 품질 속성이 고객만족 및 행동의도에 미치는 영향 배달앱을 중심으로 / 외식경영연구 23(3):7~28 dbpia 김이수 / 2018 / 외식기업 메뉴 품질이 지각된 가치와 행동의도에 미치는 영향 / 관광연구저널 32(9):189~202 dbpia

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