커피전문점의 소비가치가 정보공유의도와 프로모션 행사상품 구매의도에 미치는 영향: 소비가치 군집유형에 따른 프로모션 행사상품 구매의도를 중심으로

Abstract

Due to the indiscriminate marketing of coffee shops, consumers have been subjected to impulse purchases that are different from their own consumption value due to excessive information or sharing false event information.,This study was conducted from the viewpoint that the consumer value of coffee shop will affect the intention to share information of promotional events and thus affect the intention to purchase. As a result, the consumption value of coffee shops had a significant effect on the information sharing intention of promotional events and had a significant effect on the purchase intention. Also, it was confirmed that there is a difference in purchase intention according to the type of consumption value cluster.<BR> Based on the results, practical implications on what part should be emphasized when promoting at coffee shops are presented.