Antecedents of revisit intention in low cost coffee service: Case of Paik's coffee

초록

Coffee service business is under the severe competition. Thus, businesses involved in this domain executes diverse strategy. Low cost strategy is a representative instrument to build competitive advantage. A number of coffee brand employs this strategy. However, extant literature sparsely examined this elements. Therefore, the purpose of this study is to examine the consumer characteristics in the domain of low cost coffee. As a research context, this study chooses Paik’s coffee. The main dependent variable is revisit intention. To examine the accountability of revisit intention, this research selected beverage amount, accessibility, brand awareness, and waiting. This research adopted survey. This research collected data using both online and offline survey. The number of observation is 304. For the data analysis, this research used frequency analysis, exploratory factor analysis, reliability analysis, correlation matrix, and multiple regression analysis. The results showed that revisit intention is positively associated with beverage amount, accessibility, and brand awareness. However, this research presented non-significant association between revisit intention and waiting. This study presents the theoretical contrubition and practical implication.

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