프랜차이즈 본부의 프로모션 활동이 소비자의 신뢰와 재 구매의도에 미치는 영향

In this study, the various promotions of franchise headquarters are intended to identify consumer confidence and intent to repurchase and, based on these findings, to provide implications for establishing various strategies for increasing sales of franchise headquarters and franchisees. To explain the purpose of the survey, a survey was conducted on men and women in their 20s and 50s using merchants, and the survey was conducted using an online survey method. The collected questionnaire was processed through the data coding process and the statistical package used the SPSS 21.0 program. First, oral communication, advertising&PB and flagship stores have a significant impact on consumer confidence, while recruitment agency outsourcing does not have a significant impact on consumer confidence, according to the study. Second, simple regression analysis was conducted to verify the effect of consumer confidence on repurchase intentions, which resulted in significant effects. Third, oral communication, advertising&PB and flagship stores were found to have a significant impact, and outsourcing to recruiters did not have a significant impact. In this study, we want to understand consumers' trust in merchants and franchise brands and their intention to buy them again due to meeting consumer confidence in the context of various promotional activities at the franchise headquarters. Based on the results of the study, we would like to suggest ways to increase the various promotion activities and sales of the franchise headquarters.