카페 상품 재구매의도에 대한 탐구: 스타벅스를 중심으로

초록

The purpose of this study is to investigate antecedents of cafe product repurchase intention. The candidates variables are packaging design, ease of app use, risk, environmental perception, and food quality. This study selects Starbucks as the research context based on its popularity in market and its various marketing activities. This study collected the data using online survey. The number of observation was 250. For testing hypotheses, this study implemented multiple linear regression analysis. Considering the hypotheses testing, packaging design, ease of app use, environmental perception, and food quality appeared as significant attribute to account for repurchase intention. All four elements presented positive impact on the repurchase intention. However, risk showed non-significance to account for repurchase intentio

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