스타벅스 재방문 의도의 선행 요인들에 대한 연구

초록

This study investigates the antecedents of intention to revisit in the coffee service domain. As the research subject, this study used Starbucks because the corporation possesses the largest market share in the coffee service domain. This research used healthiness, risk, atmosphere, and customized product as the candidate to account for the intention to revisit. This research collected the data using Amazon Mechanical Turk. The number of observation is 415. This research used statistical tools for the data analysis, which are frequency analysis, correlation, exploratory factor analysis, reliability test, and multiple regression analysis. Regarding results, healthiness, atmosphere, and customized product positively affects the intention to revisit. In contrast, intention to revisit is negatively influenced by risk. Considering control variables, this research showed that age and visiting frequency are significant attributes to account for the intention to revisit. This research could provide practical implications for marketing and management.

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