한국프랜차이즈경영연구
- E-ISSN : 2508-4593
- Publisher : 한국프랜차이즈경영학회
- CCL :
- E-ISSN2508-4593
- KCI
최신 논문
15권 4호
5개 논문이 있습니다.
하무성(세종대학교) ; 유석희(세종대학교)
pp.1-21
https://doi.org/10.21871/kjfm.2024.12.15.4.1
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Abstract
Purpose: This study categorizes consumers' information sources as commercial, public, and personal and uses a theory of consumption values and cue utilization theory to explain third-party authentication information and examines the direct and indirect effects of commercial, public, and personal information sources and hedonic and utilitarian values on behavioral intentions.. Research design, data, and methodology: Data was collected from 316 individuals aged 20 years and older. After excluding 14 non-respondents, a total of 302 responses were analyzed using the SmartPLS 4.0 program. Result: Public information directly influenced visit intention, while commercial and personal information did not directly influence visit intention. However, commercial information had a positive effect on visit intention through the mediation of hedonic value, and personal information had a positive effect on visit intention through the mediation of hedonic and utilitarian value. Conclusions: This study utilized a theory of consumption values and cue utilization theory to explain third-party authentication and tested the hypothesized relationship between the effects of third-party authentication information sources on consumption values such as hedonic and utilitarian values and behavioral intention. This study extends the theoretical scope of third-party credentials and consumption values and provides practical implications for marketers of third-party credentialed restaurants.
안동균(경일대학교) ; 김은주(경일대학교)
pp.23-32
https://doi.org/10.21871/kjfm.2024.12.15.4.23
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Purpose: As competition in the service industry intensifies, diverse marketing strategies, such as Gift-with-Purchase (GWP) promotions, are essential for creating unique touchpoints with consumers. This study aims to explore the effectiveness of GWP promotions in the service industry, focusing on the roles of perceived fit and promotion time in influencing consumer evaluations of promotional events. Research design, data and methodology: This study employed an experimental design using the Qualtrics platform and recruited a total of 156 participants via Amazon Mechanical Turk. The experiment followed a 2 (perceived fit: high vs. low) × 2 (promotion time: short vs. long) between-subjects design, with participants exposed to various promotional scenarios for capsule coffee machines. Result: The analysis revealed a significant interaction effect on promotion evaluations and purchase intention between perceived fit and promotion time. When perceived fit was high, consumer evaluations were more favorable with a longer promotion period. Conversely, with low perceived fit, a shorter promotion period led to more positive evaluations. Conclusions: These findings highlight the importance of aligning perceived fit with promotion time to enhance GWP strategies. Tailoring promotion duration to fit the gift and core product optimizes consumer responses, improving promotional impact and purchase intentions in the service industry.
명민식(충남도립대학교) ; 정나리(국립공주대학교)
pp.33-47
https://doi.org/10.21871/kjfm.2024.12.15.4.33
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Purpose: This study investigates how job stress affects job satisfaction and turnover intention among foodservice franchise supervisors, addressing a notable research gap by identifying and analyzing specific stress factors. These include role stress, relationship stress, and compensation stress, which are examined for their impact on job satisfaction and supervisors’ intentions to leave their positions. Research design, data, methodology: Data were collected from 240 supervisors working in foodservice franchise companies using a structured survey that assessed the three dimensions of job stress. Structural equation modeling was conducted using SPSS 22.0 and AMOS 22.0 to explore the relationships among job stress, job satisfaction, and turnover intention. Result: The results indicated that role and relationship stress significantly reduced job satisfaction and heightened turnover intention, while compensation stress had no statistically significant effects. Furthermore, job satisfaction was found to mediate the relationship between role stress, relationship stress and turnover intention, highlighting its critical protective role in reducing the likelihood of turnover. Conclusions: Franchise organizations can improve supervisor retention by addressing role ambiguity and promoting better workplace relationships. Practical steps include offering clear job descriptions, improving communication, and establishing conflict resolution processes. These insights enrich the job stress literature and provide actionable strategies for enhancing HR management in franchise settings.
이현구(세종대학교) ; 이동일(세종대학교)
pp.49-67
https://doi.org/10.21871/kjfm.2024.12.15.4.49
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Purpose: This study analyzed the effect of ethical aspects of CCTV surveillance, such as Security, Responsibility, and Privacy, on consumers' perceptions of unmanned stores. Research design, data, and methodology: The data were collected from 270 participants through an online survey, which was conducted over seven days from October 7 to 13, 2024, with the assistance of an online survey company. The constructs were developed with Delphi Method. And the collected data were analyzed using Delphi Method, SPSS 26, and SmartPLS 4. Results: According to the results, CCTV Security positively influenced the intention to use unmanned stores through the mediation of CCTV Responsibility and consumer attitude. Additionally, Privacy Concerns moderated the relationship between Security and Responsibility. Conclusion: The results of the study show that marketing strategies that emphasize the ethical aspects of CCTV surveillance in unmanned store operations have a positive effect on consumer perception and behavior. When Security and Responsibility are strengthened, consumers’ attitudes toward Unmanned stores are formed more favorably and their intention to use unmanned stores is enhanced. In addition Privacy Concerns act as an important factor that moderates the relationship between Security and Responsibility. Therefore, marketers can improve the performance of unmanned stores by communicating the ethical aspects of CCTV operation.
왕탁연(세종대학교) ; 항온유(세종대학교) ; 왕문룡(세종대학교)
pp.69-90
https://doi.org/10.21871/kjfm.2024.12.15.4.69
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Purpose: This study examines how information sources (advertising, publicity, word-of-mouth (WOM), and electronic word-of-mouth (eWOM)) affect perceived quality (product and service), trust, and revisit intention in the franchise industry, using the Stimulus-Organism-Response (S-O-R) framework. Research Design and Methodology: Data was collected from 395 respondents via an online survey and analyzed using measurement model and structural equation modeling (SEM) with Smart PLS 4.0. Results: The findings are as follows. First, publicity, WOM, and eWOM positively influence product quality, but advertising does not influence. Second, publicity and WOM positively influence service quality, but advertising and eWOM do not influence. Third, product and service quality positively trust. Fourth, product and service quality positively revisit intention. Finally, trust positively influences revisit intention and play a partial mediating role in the relationship between product and service quality and revisit intention. Conclusions: The findings validate the S-O-R framework show that WOM and publicity are key factors significantly influencing consumer behavior. Furthermore, this study shows that trust must be built and continuously strengthened through product quality and service quality management. Therefore, information source management and trust-building strategies for the Chinese need to be implemented with a focus on word of mouth and publicity.
