논문 상세보기
pp.353-362
Recently, sales attempting of emotion between the flower shop and cafe is increasing by their strategic partnership. The combination of them, however, is at an early stage. So it’s unsystematic and also related research is not entirely satisfactory. Thus, the research tried to contribute to flower cafe’s vitalization by analysing the image characteristics and preference factor of the flower cafe. The subjects of analysis are 6 flower cafe located in Gangnam-gu, Seoul. The research method is as in the following. General public group and professional group, each of them is 100 people, are the research object. They did a survey which is about their sense of the flower cafe, visual preference about display elements, the image characteristics of the cafe and a difference of awareness between the groups. Collected material was analyzed by SPSS statistics 18 program. The result of the research is that they preferred color of all display elements and didn’t prefer POP(Point of Purchase Advertising). Additionally, an average of ‘Modernistic-Traditional’, which is an adjective item of cafe image characteristic, is the highest while the average of ‘Graceful-Unpretentiously’ is the lowest. In the research, the most important variable in visual preference about display elements is display goods, and the most influence elements in image characteristic of cafe is scale feeling. Moreover, there are the difference between a gender about preference and image characteristics. Especially, the general public group has higher perception than the professional group under the statistical significance level. This research shows that the flower cafe makes user easily access to flower and plants, and there is high correlation between the visual preference and image of display and preference of cafe.
Ⅱ. 연구방법
1. 연구 대상지
2. 조사 집단
3. 분석 방법 및 변수 측정
Ⅲ. 결과 및 고찰
1. 플라워카페 현황 분석
2. 타당성 및 신뢰성 검정
3. 플라워카페 관한 의식 분석
4. 디스플레이 구성요소 선호도와의 관계성 분석
5. 플라워카페 이미지특성과의 관계성 분석
Ⅳ. 적요
Ⅴ. References
