커피전문점 지불의도에 대한 건강도, 방역인식, 친환경인식의 영향

초록

This study investigates the effect of healthiness, quarantine, and eco-friendly perception on willingness to pay in the area of coffee service business by regarding the consumer concerns for the safety. This study chooses Starbucks as the study subject considering its popularity in coffee service market. For the data collection, this study performed online survey. The number of observation is 206 for the data analysis. To test the effect of independent variables (e.g., healthiness, quarantine, eco-friendly perception) on willingness to pay. Multiple linear regression was executed. The results showed that healthiness, quarantine, and eco-friendly perception presented positive impact on the willingness to pay. The results also showed that older consumers presented higher willingness to pay. This study contributes to the literature by presenting the managerial implications for coffee service business.

키워드