일회용컵 보증제 시행 이후 프랜차이즈 카페의 방문수요 결정요인에 관한 연구

This study was conducted to identify the determinants affecting the franchise cafe visit demand after the implementation of the disposable cup guarantee system. it also aims to estimate the determinants of the franchise cafe visit demand in consideration of the attributes of disposable cups, demographic characteristics, and visit purposes and empirically identify their influence. To achieve the purpose of the study, we used SPSS 25.0 and LIMDEP 8.0 to estimate Truncated Poisson and Truncated Negative Binomial. As a result of the study, it was found that in terms of demographics, unmarried women in their 40s or older had a positive effect on the number of visits to franchise cafes after the implementation of the disposable cup guarantee system. And in terms of the purpose of visiting, friends and family appeared positive on the number of visits to franchise cafes, while for important factors, accessibility appeared positive on the number of visits to franchise cafes. Finally, in terms of the attributes of the disposable cup guarantee system, it was found that the cup return period factor had a positive effect, but the service factor had a negative effect. The results will provide practical information on the visit demand to franchise cafes in preparation for the disposable cup guarantee system, a part of the circular economy, which is expected to continue in the future, and provide basic data for establishing sustainable development and marketing strategies for franchise cafes through problem solving and management improvement related to the disposable cup guarantee system.