저가 커피 전문점의 재방문 의도에 영향을 미치는 요인에 대한 연구

초록

The purpose of this research is to examine the determinants of revisit intention in the context of low cost coffee business. To accomplish the research purpose, this research chooses revisit intention as the dependent variable considering extant literature. Also, the independent variables are price fairness, cleanliness, crowding, waiting time, and brand love. As the research subject, this research selects Paik’s coffee store because it is a representative low cost coffee service brand with popularity. For the data collection, this research carried out both online and offline survey. The number of observation is 304. For the data analysis, this research employed frequency analysis, exploratory factor and reliability analysis, correlation analysis, and multiple regression analysis. Regarding the results, revisit intention is positively affected by price fairness, cleanliness, and brand love, whereas the waiting time is negatively associated with the revisit intention. Even though this research examined the curvelinear relation between crowding and revisit intention, the results presented non-significance between attributes. Given the results, this study presents theoretical and practical implications.

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