가격수준 차이에 따른 커피전문점 재방문의도에 대한 연구

초록

Purpose – This study is to investigate the differences between mid-price level coffee store and general coffee store regarding revisit intention. As the general coffee store, this research selects Strabucks, while this research chooses Ediya as mid-price level store. Design, data, and methodology – The dependent variable of this research is revisit intention. As the determinants, this research considers price fairness, accessibility, product diversity, and brand awareness. This research collected the data using survey, and 402 surveys were used for the data analysis. This research used frequency analysis, correlation, analysis of variance, exploratory factor analysis, reliability analysis, and multiple regression analysis. Result – Regarding the results, price fairness and product diversity are essential elements to account for the revisit intention in both segments. However, brand awareness and accessibility are only essential in the context of general coffee store service (Starbucks). Conclusions – The results offer the theoretical contribution in that this study validates the attributes in the coffee domain within different price segment. Also, this research could offer the practical implications for the managers of coffee business by offering the information of consumers.

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