논문 상세보기
pp.381-392
In this study, green design introducing nature into the commercial place is viewed how it gives not only psychological and emotional values to the customers but also economic value to commercial business self. Because economic value is to be difficult, complex and inaccurate in figure, this study was investigated for economic values of introduction of naturality by conversions of brand values. Also this study investigated how customers give economic benefits to the brand attitude and brand royalty when they were conscious of the introduction of the naturality in family restaurant and how customers expressed brand loyalty by revisits and recommended to others. For the analogical interpretation, it were clarified with three hypotheses. The first hypothesis was visual factors will have positive effects to brand attitude and brand loyalty and the second hypothesis was that, among customer evaluation factors, introductions of naturality will affect more to the brand attitude and brand loyalty than visual factors. The third hypothesis was family restaurants of natural stlye would have introduced green design factors which were represented by plants and naturality. The results of this study were as follows: The first hypothesis was verified that visual factor was influenced for positive effect on higher brand attitude and brand loyalty of customers. The second hypothesis was investigated that recognition of natural elements were influenced for positive effect on higher brand attitude and brand loyalty of customers. Thirdly, the restaurants of natural stlye were explained by natural elements factors and has more positive relations to the brand attitude and brand loyalty than other type for introducing plants. Finally, this study was propsed that introducing natural plants in commercial family restaurant was to estimate brand asset values and to have motive to practice green design with natural elements, speciality natural plants.
Ⅱ. 연구방법
1. 연구설계
2. 연구가설 규명을 위한 변수의 조작적 정의
3. 연구가설 검증 방법
4. 연구 분석 방법
Ⅲ. 결과 및 고찰
1. 표본구성의 특성
2. 측정 변수의 신뢰성 및 타당성 검증
Ⅳ. 적요
Ⅴ. References
