도시락에 대한 브랜드 이미지가 고객의 합리적 행동과 휴리스틱을 통해행동의도에 미치는 영향에 관한 연구 : 편의점과 프랜차이즈 전문점 비교를 중심으로

The purpose of this study is to compare and analyze the rational behavior and heuristic behaviors of the consumers purchasing lunch boxes at convenience stores and franchise specialty stores. In this study, 490 respondents(convenience store 254, franchise store 230) who have experienced lunch box purchase were extracted by convenience and analyzed by using SPSS 18.0. The results of this study are as follows. Firstly, brand image of convenience stores and franchise specialty stores influences attitudes and heuristics. Secondly, attitude, subjective norm, perceived behavioral control influences the behavioral intention of the meal box at convenience stores. Third, attitude, subjective norm, heuristic influences the behavioral intention of the meal box at franchise specialty stores. Based on the results of this study, It can be seen that customers' behaviors are different depending on whether they buy lunch boxes at convenience stores or purchase lunch boxes at franchise stores. It can be seen that rational consumption behavior is performed in convenience store, and heuristic consumption behavior is performed in franchise specialty store.