Exploration of Antecedents of Ice Cream Store Revisit Intention

초록

Hence, this study examines the antecedents of revisit intention in the domain of ice cream store. This research used Baskin Robbins as the research context given the leader position in domestic market. Five attributes are investigated to account for revisit intention, and these are price fairness, product variety, accessibility, store atmosphere, and waiting. The main instrument of current research is survey. This research performed online survey to collect the data. Then, the number of observation is 220. This research implemented frequency analysis, correlation analysis, exploratory factor analysis, reliability analysis, and multiple regression analysis. Regarding the results, price fairness, product variety, accessibility, store atmosphere positively affect ice cream store revisit intention. In contrast, ice cream store revisit intention is negatively influenced by waiting. This study could offer the information for the service design of ice cream stores.

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