맥주전문바 이용객의 방문빈도 결정요인 및 한계효과: 강남지역의 맥주 전문바를 중심으로

The focus of this study is placed on identifying determinants of visitor’s visit frequency for beer bar and respondents who were surveyed were visitors for beer bars in Gangnam Area, Seoul. For a study on demand, Poisson Model is generally applied and especially in case dependent variable appears to be non-negative integer. However, Truncated Poisson Model useful for analysing the data. collected by on-site survey was utilized. Marginal effects on independent variables which have significantly an influence on visit frequency of users for beer bar played the role of strengthening reliability for the variables. The variables are as follows: Gender, reward program, mileage card, motivation, satisfaction, selection attributes. Ultimately, the estimated result and its marginal effects would be used as basic information for beer bar’s mangers to set marketing strategy for the maximization of visitor’s demand represented by visit frequency.