과업상황이 레스토랑 선택에 미치는 영향
The Effect of Situational Factors on the Restaurant Selection
This paper reveals any difference in the selection of restaurant according to various situations. Even if one may not explain characteristic of individuals in the consumers conduct, most of researchers assumed one may explain it using four different situational factors. We have investigated which factor is more important in the selection of restaurant according to each situation involved. First situation is a regular meeting. Second situation is using meeting place for the business. Third one is a home-event affair such as birthday party and wedding anniversaries etc. Forth one is having a meal with family on weekend or holiday. Testing a variety of situational factors through ANOVA and regression analysis, author confirms situational differences in each type of restaurant affect significantly the consumer choice of restaurant.
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