Convergence of Consumer Hygiene Awareness on Coffee Smell, Price, and Shops, Customer Satisfaction, and Repurchases

• 발행기관: 한국유통과학회
• 저자명: Woo-Taek Kwon Yeong-Seon Kim Lee-Seung Kwon
• 간행물 정보: 『유통과학연구(JDS)』제13권 제12호, 23~31쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

Purpose – The purpose of this study is to determine consumers’ awareness of hygiene and the perceived risks in the service areas of coffee shops and diners, or simply coffee shops. Research design, data, and methodology – A literature review was conducted on related publications, essays, and periodicals to find correlations among the variables. We developed a research model and hypothesis, and conducted empirical research for statistical data analysis. Results – The results satisfied adequacy standards, with GFI=0.926, AGFI=0.901, RMR=0.020, NFI=0.941, X2=403.197, and p-value=0.120. The results also displayed satisfied adequacy standards for the moderating effects of shop types, with GFI=0.998 (≥0.9 desirable), AGFI=0.998 (≥0.9 desirable), RMR=0.004 (≤0.05 desirable), NFI=0.999 (≥0.9 desirable), X2=1.572, and p-value=0.814 (≥0.05 desirable). Conclusions – A higher consumer hygienic awareness results in a better brand image. Moreover, greater perceived risk results in a worse brand image. Perceived risk is a vital determinant of brand image and it deeply influences customers’ decisions to visit. Therefore, perceived risk is a vital determinant of forming a brand image and must be incorporated when devising strategies.

목차

1. Introduction

2. Research Summary

3. Research Method

4. Results

5. Conclusion

References

키워드

Hygienic Awareness Coffee Smell Coffee Price Coffee shop Type Customer Satisfaction