기대 편익과 컨셉(브랜드 vs. 광고)에 따른 소비자 이용의도

This study analyzes 1) the impact of the Use Intention according to the degree of Compatibility of Hotel Concept and Customer Benefit, 2) the impact of the Ads attitude according to the degree of Compatibility of Ads Concept and Customer Benefit. To this end, The experiment was performed twice. The analysis of data resulted in the following findings: 1) When the hotel concept is compatible with the Customer Benefits, Use Intention is higher. 2) When the Ads concept is compatible with the Customer Benefits, Ads attitude is higher. These results are testament to the existing research. In other words, Customers decision making is most affected by the Customer Benefit.