커피 소비자들의 신뢰성에 영향을 미치는 요인: 스타벅스 사례를 중심으로

초록

This study examined the determinants of reliability in coffee service given the market growth within coffee service industry. This study chose Starbucks as the research context. This study examined four attributes to account for the reliability, and it contains healthiness, price fairness, size option, and comfort. To accomplish the purpose of this research, the data collection was implemented by employing Amazon Mechanical Turk. The number of observation is 370. The main instrument of this research is survey. For the data analysis, this study carried out various statistical analyses (e.g., frequency analysis, correlation analysis, confirmatory factor analysis, and path analysis in structural equation model). The results showed that price fairness, size option, and comfort positively affected to the reliability, whereas healthiness was identified as the non-significant attributes.

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