This study was conducted to investigate the effects of fast food customer's perceived risks on risk reduction behavior, attitude and purchase intention. A total of 268 usable surveys were collected using a stratified random sampling method. Descriptive analysis and factor analysis was then conducted using SPSS 12.0, and a Cronbach's α was generated to estimate the internal consistency of the survey items. Multiple regression analysis was used to evaluate the relationships among variables. The results indicated that fast food safety and monetary risks had a negative effect on customer feelings and satisfaction with fast food, which had a positive effect on buying purpose and recommendation purpose. Conversely, obesity and monetary risks only had a negative effect on buying purpose. An improved menu more effectively reduced the risk perceived by the fast-food customers than an improved image.

The purpose of this study was to determine whether foodservice brand language localization affects consumer attitudes in terms of similar brand image recognition with an original brand. Many global foodservice companies have tried to modify their own brand identity according to local situations in order to attract more consumers. According to this study's results, consumers who similarly recognized both the original brand image and localization brand image tended to have greater purchase intention than those who did not recognize them similarly. In addition, when the original brand identity was changed to the local language, consumers more similarly conceived the original brand image and localization. And for local store marketing, foodservice companies should have a thorough marketing research plan since there can be difference results according to brand name recognition gaps or demographic characteristics. Original brand image similarity recognition by consumers affected their attitudes. In other words, the group that similarly recognized both the original brand company image and the localization brand company image tended to have greater purchase intention. Because brand language plays an important role in consumer attitudes with respect to recognizing a brand and distinguishing another brand, this study suggests that franchise foodservice companies have a local store marketing plan.

As multinational brands have made inroads into domestic food service industry, and its recognition has been high to consumers, This research has tried to examine the general identity of brand, their recognition, and re-purchase behaviors. The purpose of this study is to inquire into how the brand value by brand identity was caused by recent development of food service industry, and how it had an effect on the purchase behaviors of them. In particular, factors of general identity have a significant effect on the revisit and purchase intention, as the image and ads of family restaurant among brand property factors of family restaurant showed an significant effect on the revisit intention. This study was made with priority given to the brand identity as four brand factors such as product brand, organizational brand, community brand and design brand based on the confidence. Results found that the community brand and design brand had a significant difference on purchase intention. Consequently, it has been suggested that the marketing strategies to make the brand identity strong have to be established with various brand enhancement tactics in the food service industry.

In spite of the fact that the food group(Food, Drinks and Health foods & Agricultural and Marine products) occupies little position in total sales of Internet shopping mall, the food group's sales in cyber shopping mall in 2006 have increased 678.1% over 5 years. In addition to the fact that the food consumption pattern has changed from quality-oriented to convenience, health and safety-oriented, the need to decrease the opportunity cost created by housework is rising in the context of increase of women's work participation rate. The wind of change like these will become the foundation on which cyber food industry will be developed. The factors having an effect on consumer purchasing intentions when one buy foods through internet shopping malls are researched in this thesis. For the investigation, women of 697 were surveyed by a questionnaire, and the data were analyzed by the SPSS for WINDOW(Version 12.0). The result is as follows: Factors having an effect on food purchasing intentions are Convenience(Timesaving, Troublesomeness), Customer service(Responsiveness, Reliability, Empathy, Tangibility), Perceived Customer Risk(Economic, Social, Performance risk) and Shopping experience(Easy to find out, Easy process for payment) in order.

한식 외식업체의 환경특성과 서비스품질 및 재구매 의도에 관한 연구를 실증 조사하여 살펴봄으로써 한식 외식업체의 어떠한 환경특성 요인이 서비스품질과 고객의 재구매 의도에 영향을 미치는 가를 살펴보았다. 첫째, 27개의 한식 외식업체 환경특성에 대한 요인분석 결과, 불평에 대한 처리와 외식업체에서의 전망 변수를 제외하고 서비스 요인, 분위기 요인, 식음료 요인, 이벤트 요인 등의 4개 요인이 도출되었다. 둘째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 서비스 요인과 식음료 요인이 서비스품질 중에서 종사원 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 서비스 요인과 식음료 요인, 그리고 이벤트 요인이 서비스품질 중에서 식음료 서비스품질에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 실증분석 결과 도출된 4개의 환경특성 요인들 중에서 분위기 요인은 서비스품질(종사원 서비스품질, 식음료 서비스 품질)에 유의한 정(+)의 영향을 미치지 않는 것으로 나타났다. 다섯째, 실증분석 결과 서비스품질 요인들인 종사원 서비스 품질과 식음료 서비스품질은 각각 재구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이와 같이 한식 외식업체의 환경특성과 서비스품질 및 재구매 의도에 관한 연구를 실증 조사하여 각각의 관계를 살펴본 결과, 다음과 같은 시사점을 나타낼 수 있다. 첫째, 기존 선행 연구에서와 같이 분위기 요인을 제외하고는 모든 환경특성 요인들이 서비스품질에 영향을 미치는 것으로 나타났다. 이는 한식 외식업체를 이용하는 이용 고객이 일반 서양의 레스토랑을 이용할 때와는 다르게 분위기 요인에 대하여 크게 관심을 두지 않기 때문이란 것을 나타낸다. 둘째, 전반적 종사원 서비스품질과 식음료품질이 재구매 의도에 영향을 미치는 것으로 나타났다. 이러한 결과는 한식 외식업체에 있어서 종사원의 전반적인 서비스품질과 식음료품질에 영향을 미치는 요인이 무엇인가를 확인하고 이를 강화하기 위한 전략을 수립하여야 한다는 것을 의미한다. 셋째, 본 연구의 결과는 한식 외식업체들이 고객들의 재구매 의도를 높이기 위해서는 한식 외식업체의 서비스요인, 식음료요인, 이벤트 요인 등을 강화함으로써 전반적인 종사원 서비스 품질과 식음료품질을 높이는 전략을 취해야 한다는 것을 시사해주고 있다. 본 연구는 대구 경북소재 한식 외식업체만을 대상으로 하여 연구를 실시하여 연구의 일반화와 한식 외식업체를 이용하는 이용 고객들이 한식 외식업체를 재방문하는 재구매 의도가 발생하는데 있어 발생하는 과정을 설명하는 종단적 연구를 실시하지 못한 한계점을 가지고 있다.

The main purpose of this study is to identify the factors that affect purchase intention in B2C cooperative buying. The purchase intention is described in terms of participation frequency and total sum of purchasing on cooperative buying. It is very interesting that the influencing factors are not identical when two dependent variables. participation frequency and total sum of purchasing, are used. Residential area, sex, and product variability were selected as key influencing factors for the former case. On the other hand, residential area, price, and product quality were selected as key influencing factors for the latter case. Finally, it is worth while to stress that online community, one of the factors considered, will be a key factor as market of cooperative buying is getting bigger.