Predicting Consumers’ Repurchase Intention of Ready-to-Drink Coffee: A Supply Chain from Thai Producers to Retailers

• 발행기관: 한국유통과학회
• 저자명: Naruecha PUTITHANARAK Worasak KLONGTHONG Jakkrit THAVORN Chittipa NGAMKROECKJOTI
• 간행물 정보: 『유통과학연구(JDS)』제20권 제5호, 105~117쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.05.30

영문 초록

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

목차

1. Introduction

2. Literature Review and Hypotheses Development

3. Research Methodology

4. Results

5. Discussion

6. Implications and Conclusions

7. Limitations and Future Research

키워드

Theory of Planned Behavior Content Sensory Attribute Beliefs Perceived Utilitarian Value Price Signaling Behavioral Re-intention Ready-to-Drink Coffee Coffee Chains Distribution Channels Retail Stores Coffee Shops