브랜드 커피전문점의 외재적 단서와 이용동기가 소비자 태도 및 행동의도에 미치는 영향

Abstract

This study was examine the effect of external cues perceived by consumers using brand coffee shops on consumer attitudes, In addition, we investigated how customers' motives for using coffee shops affect consumer attitudes, and surveyed customers who have used brand coffee shops to see how consumer attitudes affect behavioral intentions. The results of this study are as follows. First, as a result of examining the degree of influence of brand coffee shop extrinsic cue factors on consumer attitudes, it was found that brand awareness, store image, and packaging design had a significant effect on consumer attitudes. Second, as a result of examining the degree of influence of brand coffee shop use motive factors on consumer attitudes, it was found that hedonistic motives, utility motives, and conspicuous motives had a significant effect on consumer attitudes. Third, as a result of examining the effect of consumer attitudes of brand coffee shops on behavioral intentions, it was found that the influence of brand coffee shops' consumer attitudes on revisit intentions had a significant effect. Also, it was found that the consumer attitude of the brand coffee shop had a significant effect on the recommendation intention.