Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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The Impact of Experience Factors on Brand Attitude and Revisit Intention in Rice Cake Specialty Shop

떡 전문점에서의 체험요소가 브랜드 태도 및 재방문 의도에 미치는 영향

  • Park, Kyung-Ai (Dept. of Foofservice Management, Kyonggi University) ;
  • Lee, Jae-Dong (Dept. of Foofservice Management, Kyonggi University) ;
  • Kim, So-Ah (Dept. of Foofservice Management, Kyonggi University)
  • 박경애 (경기대학교 일반대학원 외식조리학과) ;
  • 이재동 (경기대학교 일반대학원 외식조리학과) ;
  • 김소아 (경기대학교 일반대학원 외식조리학과)
  • Received : 2016.12.29
  • Accepted : 2017.02.17
  • Published : 2017.02.28
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Abstract

The purpose of the present study was to investigate the impact of experience factors on brand attitude and revisit intention in cakes specialty shop. The result showed that among experience factors in rice cake specialty shop, educational experience factor and aesthetic experience factor had influence on both brand attitude and revisit intention, and entertainment experience factor had only influence on revisit intention. Also, brand attitude had significant influence on revisit intention. It was confirmed that experience activities in marketing of traditional food such as rice cakes are significant marketing activities, and educational experience factor and aesthetic experience factor have high correlated each other. On the other hand, entertainment experience factor is in lack relatively, which is due to the complexity of the traditional food manufacturing, and future improvements about this needs to be required. This study was to identify marketing significance of experience factors in rice cake specialty shop and to verify the necessity and effectiveness for spreading vigorous marketing in a variety of traditional food fields through this opportunity.

Keywords

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