67,,,,,.,,,..,.,.,,,,, 5, Churchill, 2.. 1), Martineau(1958). (Doyle and Fenwick, 1974-1975; James et al., 1976; Steenkamp
68 and Wedel, 1991), (Hansen and Deutscher, 1977-1978; Theodoridis and Chatzipanagiotou, 2009), (Hansen and Deutscher, 1977-1978; Kasulis and Lusch, 1981), (Kopp et al., 1989; Marks, 1976), (Chowdhury et al., 1998; Doyle and Fenwick, 1974-1975), (Malhotra, 1983) (James et al., 1976), (, 2009).,,,...,,,. / /.,,,,,,,,, (Glanz and Hoelscher, 2004),. (Longman dictionary of contemporary English, 2010).,., (, 2009),,, (,, 2008;,, 2007;,, 2008)., (,, 2008),
69 (,, 2008;,, 2007;, 2009).,.,, (Cullen and Rogers, 1988)..,,,. Churchill(1979) 7 Nunnally(1967) Gerbing and Anderson(1988),,...., Churchill (1979), DeVellis(2003) Gerbing and Anderson(1988).. 1. 30
70 (James et al., 1976; Lindquist, 1974-1975; Marks, 1976). Martineau(1958), Arons(1961)., (Oxenfeldt, 1974),, (Mazursky and Jacoby, 1986; Oxenfeldt, 1974)., (Jain and Etgar, 1976, Pathak et al., 1974).,.. Linquist(1974) 1974,,,,,,,,,,. Doyle and Fenwick(1974) MDS,,,,, Bearden(1977),,,,,,,. Mazursky and Jacoby(1986). Ghosh(1990),,,,,,., Chowdhury et al.(1998),,,, /. Change and Tu(2005),,,,. (2005),,,, (2005),,,,,, (2008),,,
71,,,. 2.,. 1976 2009. Journal of retailing, Journal of Marketing, Journal of Consumer Marketing, European Journal of Marketing, Journal of Marketing Theory and Practice,,,. 53, 10%,,,, 5. 1.1 (Lindquist, 1974-1975). Mehrabian and Russell(1974),,.,,,,,, (Grewal et al., 2003). Baker et al.(2002),,,,,. Baker et al.(2002),,, Ailawadi and Keller(2004),,,,,,.
72 Kunkel and Berry(1968), Lindquist(1974-1975), Hansen and Deutscher(1977), James et al. (1976), Theodoridis and Chatzipanagiotou (2009), 12 7. 1.2 (Jain and Etgar, 1976-1977), (Hawkins et al., 1976-1977; Louviere and Johnson, 1990; Ghosh, 1990), (Bearden, 1977),, Lindquist(1974-1975).,,. Fisk(1961-1962), Lindquist(1974-1975), Hawkins et al.(1976-1977), Jain and Etgar(1976-77), Louviere and Johnson (1990), Ghosh(1990), Chowdhury et al. (1998), Chang and Tu(2005), Kim and Jin (2001),, (2007), Theodoridis and Chatzipanagiotou(2009), Lindquist(1974-1975), Theodoridis and Chatzipanagiotou(2009) 10 7 1.3 Brown(1969)., (Lewis and Booms, 1981)., (Parasuraman et al., 1988)., (Hart and Casserly, 1985). Swinyard and Struman(1985).. Kunkel and Berry(1968), Oxenfeldt (1974-1975), Hawkins et al.(1976-1977), James et al.(1976), Jain and Etgar(1976-1977), Bearden(1977), Hart and Casserly
73 (1985), Mazursky and Jacoby(1986), Louviere and Johnson(1990), Chowdhury et al.(1998), (2005), 5 7 1.4,,. (Brown, 1969), (Dickson and Sawyer, 1990), /., / (Monroe and Lee, 1999). Desai and Talukdar(2003) -.,,., Fisk(1961-1962), Kunkel and Berry(1968), Hawkins et al.(1976-1977), James et al.(1976), Jain and Etgar(1976-77), Ghosh(1990), Louviere and Johnson(1990), Chowdhury et al.(1998), Ailawadi and Keller(2004),, (2005), Kim and Jin(2001), (2005), (2007), Theodoridis and Chatzipanagiotou(2009),, (2008)., 7. 1.5 Lindquist(1974-1975),,,,,. Hawkins et al.(1976-1977), Kunkel and Berry (1968), Hansen and Deutscher(1977-1978),,,.
74 Fisk(1961-1962), Kunkel and Berry(1968), Lindquist(1974-1975), Hawkins et al.(1976-77), James et al.(1976), Jain and Etgar(1976-1977), Ghosh(1990), Louviere and Johnson(1990), Chowdhury et al.(1998), Chang and Tu(2005), Kunkel and Berry(1968), Hansen and Deutscher(1977-1978) 3 7.. 1. Churchill(1979),,, 55, 5 15., 55, 15 8 7. 3. 3 43. 2.,,, 33 MBA 43. 7, - 0.3.,,,, α 0.717, 0.731, 0.804, 0.850, 0.930. 2015 11 3 12 7. 7
75 (Starbucks, The Coffee Bean & Tea Leaf, Caffe Pascucci, TOM N TOMS Coffee, HOLLYS Coffee, Angelin-us, Caffe bene). 408,,,.. 3.,,, (DeVellis, 2003).,.. 16 (< 2> ). 16, (< 1> ). < 1> 5 α 0.6, Nunnally(1978) 0.7., - 0.5, (Gerbing and Anderson, 1988; Nunnally, 1978)., < 1> (n = 204) (n = 204) (n = 408) α S.D. ITC. α S.D. ITC. α S.D. ITC. 4 0.78 3.54 1.00 0.61 0.80 3.51 1.04 0.66 0.79 3.53 1.02 0.64 4 0.72 3.59 0.97 0.54 0.75 3.56 1.01 0.58 0.73 3.58 0.72 0.56 3 0.82 3.23 0.87 0.74 0.83 3.18 0.90 0.76 0.83 3.21 0.75 0.75 3 0.83 4.22 1.21 0.80 0.79 4.24 1.15 0.76 0.81 4.23 1.18 0.78 2 0.92 2.84 0.97 0.85 0.94 2.81 0.95 0.89 0.93 2.82 0.93 0.87 SD = Standard deviation, ITC = Item-to-total correlation( - ).
76. Churchill(1979),.,. 1 0.4,,. Kaiser-Meyer- Olkin Measure of Sampling Adequacy 1 2 3 4 1 2 3 4 1 2 3 1 2 3 < 2> ( ) ( ).......,..... (R). (R). 1 2 3 4 5 0.36 0.37 0.33-0.01 0.66 0.61 0.79 0.61 0.65 0.74 0.84 0.16 0.36 0.04 0.28 0.23 0.08 0.10 0.03 0.19 0.08-0.14-0.13 0.04-0.03 0.05-0.12-0.15-0.14-0.01 0.01 0.14 0.14 0.14-0.10 0.69 0.30 0.18-0.05 0.05 0.12 0.13 0.11-0.13 0.11-0.21 0.17 0.12 0.15 0.01-0.13-0.03 0.84 0.78 0.88 0.02-0.11-0.03-0.03-0.02-0.07 0.88 0.79 0.91 0.00 0.22 0.05-0.04 0.03-0.07 1. 0.07 0.05 0.12-0.06 0.94 2,. 0.05 0.02 0.09-0.01 0.95 2.41 2.37 2.33 2.31 1.95 (%) 15.08 14.82 14.58 14.44 12.15 R = Reverse item. Kaiser-Meyer-Olkin Measure of Sampling Adequacy = 0.754 Bartlett's Test of Sphericity χ 2 = 3069.8(d.f. = 120, p < 0.000)
77 (KMO) 0.9, 0.8, 0.7, 0.6 (Kaiser, 1974). KMO 0.754, Bartlett s Test of Sphericity χ 2 = 3069.8 (d.f. = 120, p < 0.000). Measure of Sampling Adequacy(MSA), 0.5 (< 1> ). DeVellis(2003), < 2>. 4... Churchill(1979),. Hair et al. (2006),. KMO, Bartlett s Test of Sphericity, Measure of Sampling Adequacy. (Hair et al., 2006). 5., (Churchill, 1979). (< 1>) 0.341 0.780, p < 0.01. 3 0.489 0.804., 0.804 0.607, 0.768 0.662, 0.792 0.753. 0.656 0.489, 0.766.
78 6. (Churchill, 1979).,,, (Theodoridis and Chatzipanagiotou, 2009).,. < 3>. < 3> 1 2 0.81 0.80 0.70 0.40 0.34-0.19-0.03-0.02 0.24-0.09 0.06 0.96 2.05 1.01 (%) 34.1 16.8 Kaiser-Meyer-Olkin = 0.66 Bartlett χ 2 = 288.98(d.f. = 15, p < 0.000) 7. 2 (Gerbing and Anderson, 1988),,,,, 2. 2, χ 2 = 343.69(d.f. = 101, p < 0.000), GFI = 0.910, AGFI = 0.878, CFI = 0.919, NFI = 0.890, IFI = 0.920, RMSEA = 0.077 (< 4> ). GFI AGFI 0.9, (CFI, NFI, IFI) 0.9 (Hair et al., 2006; Bagozzi and Yi, 1988). Browne and Cudeck(1992), RMSEA 0.05, 0.08, 0.1. (< 4> ).. 1
79 [ 1] 2 < 4> 2 2 1 2 t t 0.88 0.93 7.2 0.53 7.5-0.30-5.2 0.20 3.4 1 0.75 2 0.75 13.8 3 0.70 12.7 4 0.58 10.6 1 0.51 2 0.73 9.1 3 0.58 8.0 4 0.73 9.1 1 0.77 2 0.72 13.9 3 0.89 15.4 1 0.83 2 0.61 13.3 3 0.98 27.7 1 0.97 2 0.89 35.3 AVE χ 2 = 343.69(d.f. = 101, p < 0.000), GFI = 0.910, AGFI = 0.878, CFI = 0.919, NFI = 0.890, IFI = 0.920, RMSEA = 0.077 CR 0.58 0.90 0.55 0.74 0.77 0.80 0.80 0.96 0.95 0.93 AVE = Average Variance Extracted, CR = Composite Reliability.
80 < 5> 1.00 0.58 1.00 0.41 0.34 1.00-0.17-0.20-0.13 1.00 0.09 0.14 0.21-0.07 * 1.00 * 0.1 0.00. < 6> AVE AVE AVE r r 2 0.58 0.55 0.58 0.336 0.58 0.77 0.41 0.168 0.58 0.80-0.17 0.029 0.58 0.95 0.09 0.008 0.55 0.77 0.34 0.116 0.55 0.80-0.2 0.040 0.55 0.95 0.14 0.020 0.77 0.80-0.13 0.017 0.77 0.95 0.21 0.044 0.80 0.95-0.07 0.005, 0.5 (Hair et al., 2006), t 2 95%. AVE 0.55~ 0.95. AVE 0.5 (Hair et al., 2006). (< 5> ), AVE (< 6> ), AVE (Fornell and Larcker, 1981). 2 1,, γ( ) t 0.88(1 ), 0.93(7.2), 0.53(7.5), -0.30(-5.2), 0.20(3.4)
81., t, 2 1 γ( ) t.,,,, 5,. 5.. 1.,,,,.,.,.,,,,.,., 2 1.,,,,...
82 2.,,.,.,,,,..,.,,,,,.,,,.,... May(1974-1975) Marks(1976)..,., MBA,.,.,,,,,,,
83,,,., (Lindquist, 1974-1975)..,,. Jain and Etgar(1976) Pathak et al. (1974).... [1],, 1 Off-premise,, 11, 1 (2008), pp.55-77. [2],, :,, 11, 3 (2008), pp.49-72. [3],,,, 6, 2 (2007), pp.275-286. [4],,, 18, 1 (2009), pp.119-133. [5],, :,, 15, 2 (2005), pp. 49-69. [6],,, 7, 3 (2005), pp.137-155.
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88 박진서 채명수 글로벌경영연구
89 Abstract This paper not only seeks to develop conceptualizations of coffee shop image by extensive literature on store image and an empirical study, but address the measurement issues related to the study of coffee shop image. The phenomenon that customers are motivated by the store image makes it more important in marketers view. In retailing industry, many studies are known regarding of the image of store such as supermarkets, groceries, department stores, and clothing store. However, the image of restaurant is not same in comparing with that of individual retail store which is treated in retailing industry. In addition, they have many things in common between the restaurant image and the store image because the restaurant image inevitably includes tangible or intangible and positive or negative perceptions of customers. With a basis of customers perceptions, academicians have dealt the store image with supermarket, groceries, department store, fashion store, record store, clothing store, and Hotel in academic area. Up to now, the findings of many studies related to restaurant image have been limited. Based on this foundation, our objectives are to identity a part of restaurant image, specifically, image of coffee shop, defined as a restaurant that serves cheap meals or a place in a large shop or a hotel that serves meals and non-alcoholic drinks, to discuss how the restaurant image is formed, and to test the construction and psychometric assessment if measure of coffee shop image.
< 1> Anti-image Correlation 90 Correlations 1 2 3 4 1 2 3 4 1 2 3 1 2 3 1 2 1 1.00 2 0.79 1.00 3 0.80 0.73 1.00 4 0.61 0.68 0.70 1.00 1 0.66 0.66 0.68 0.57 1.00 2 0.78 0.76 0.71 0.60 0.70 1.00 3 0.68 0.67 0.64 0.49 0.66 0.66 1.00 4 0.79 0.78 0.77 0.58 0.66 0.77 0.76 1.00 1 0.66 0.66 0.61 0.048 0.53 0.62 0.53 0.64 1.00 2 0.61 0.61 0.57 0.53 0.54 0.61 0.51 0.62 0.75 1.00 3 0.66 0.66 0.59 0.55 0.53 0.61 0.55 0.63 0.79 0.79 1.00 1 0.42 0.44 0.40 0.36 0.40 0.39 0.34 0.41 0.39 0.47 0.40 1.00 2 0.41 0.49 0.42 0.37 0.43 0.44 0.42 0.47 0.51 0.53 0.48 0.60 1.00 3 0.62 0.64 0.60 0.54 0.58 0.57 0.53 0.63 0.72 0.70 0.65 0.49 0.66 1.00 1 0.65 0.58 0.65 0.66 0.58 0.61 0.53 0.57 0.52 0.59 0.58 0.37 0.47 0.54 1.00 2 0.59 0.56 0.61 0.57 0.63 0.64 0.54 0.59 0.53 0.56 0.55 0.37 0.48 0.50 0.77 1.00 Anti-image Correlation 1 0.61 0.00-0.74-0.06 0.14-0.12-0.11 0.05-0.02-0.03 0.22-0.12-0.04-0.03-0.04 0.03 2 0.00 0.76-0.40 0.05-0.05 0.08-0.07-0.12 0.05-0.14 0.05 0.04 0.01 0.08 0.05-0.06 3-0.74-0.40 0.63 0.01-0.09 0.09 0.11 0.08 0.07 0.09-0.17 0.10-0.01-0.01 0.05-0.02 1-0.06 0.05 0.01 0.83-0.17-0.47 0.11-0.11-0.02-0.02-0.02-0.07-0.06 0.04 0.02-0.01 2 0.14-0.05-0.09-0.17 0.81-0.43-0.20 0.07 0.06-0.05 0.01-0.06 0.06-0.08-0.04-0.06 3-0.12 0.08 0.09-0.47-0.43 0.77 0.04-0.03-0.02 0.00-0.15 0.05 0.02-0.02-0.05 0.04 1-0.11-0.07 0.11 0.11-0.20 0.04 0.75-0.29-0.27 0.04 0.05 0.10-0.19-0.07-0.04 0.03 2 0.05-0.12 0.08-0.11 0.07-0.03-0.29 0.88-0.02-0.18-0.16-0.19 0.05-0.08 0.02-0.08 3-0.02 0.05 0.07-0.02 0.06-0.02-0.27-0.02 0.84 0.29-0.05-0.09-0.04 0.12-0.04 0.09 4-0.03-0.14 0.09-0.02-0.05 0.00 0.04-0.18-0.29 0.86-0.09-0.20-0.20 0.12-0.08 0.04 1 0.22 0.05-0.17-0.02 0.01-0.15 0.05-0.16-0.05-0.09 0.84-0.28-0.30 0.01-0.09 0.15 2-0.12 0.04 0.10-0.07-0.06 0.05 0.10-0.19-0.09-0.20-0.28 0.85-0.02-0.27 0.13-0.12 3-0.04 0.01-0.01-0.06 0.06 0.02-0.19 0.05-0.04-0.20-0.30-0.02 0.82-0.38 0.11-0.11 4-0.03 0.08-0.01 0.04-0.08-0.02-0.07-0.08 0.12 0.12 0.01-0.27-0.38 0.78-0.17 0.13 1-0.04 0.05 0.05 0.02-0.04-0.05-0.04 0.02-0.04-0.08-0.09 0.13 0.11-0.17 0.55-0.86 2 0.03-0.06-0.02-0.01-0.06 0.04 0.03-0.08 0.09 0.04 0.15-0.12-0.11 0.13-0.86 0.52 = Measures of Sampling Adequacy.