초록

본 연구의 목적은 기업이미지가 HMR 브랜드이미지와 HMR 제품태도 및 HMR 행동의도에 미치는 영향력을 살펴보고자 한다. 자료 수집은 2017년 1월 9일부터 2월 10일까지 실시하였으며, 편의표본추출법(convenience sampling)에 의해서 서울 지역의 대학가 및 회사 밀집지역에서 HMR을 구입해 본 외식소비자를 대상으로 진행하였다. 설문지는 350부를 배포하였으며 이 중 연구목적에 부합하지 않는 설문지를 제외한 유효한 자료 342부를 분석에 사용하였다. 분석결과는 다음과 같다. 첫째, 기업이미지와 HMR 브랜드이미지 는 HMR 제품태도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 기업이미지는 HMR 브랜드이미지에 영향을 미치는 것으로 나타났다. 셋째, HMR 브랜드이미지는 기업이미지와 HMR 제품태도 간에 매개역할을 하는 것으로 나타났다. 넷째, HMR 제품태도는 HMR 행동의도에 영향을 미치는 것으로 나타났다. 본 연구의 결과를 바탕으로 외식기업의 마케터들에게 기업이미지와 HMR 브랜드이미지를 전략적 도구로 활용함으로써 이에 대한 전략적 시사점을 제공할 수 있을 것이다.

키워드

기업이미지, HMR 브랜드이미지, HMR 제품태도, HMR 행동의도.

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