커피전문점 선택속성이 점포유형 선택에 미치는 영향 연구 : 브랜드의식에 따른 집단 간 비교

Abstract

This study investigates the effects of coffee shop’s selection attributes and brand consciousness on the type of coffee shop’s store(Franchise coffee shop/Roastery coffee shop) that customers choose. In addition, this study examines the moderating role of brand consciousness in the relationship between coffee shop’s selection attributes and coffee shop’s store selection. In order to achieve the research objectives, a total of 251 effective questionnaires were obtained from customers who reside in Seoul and Gyung-gi Province area. Binary logistic regression analysis were conducted to test proposed hypotheses. First, the results showed that customers who considered the quality of coffee more chose a Roastery coffee shops, while customers who considered the service quality and customer benefits more chose a franchise coffee shops. Second, brand consciousness played a moderating role in the relationship between coffee shop’s attributes and coffee shop’s store type: In the low consciousness group, the customers who put a quality of coffee chose a roastery coffee shop while those who faver brand chose a franchise coffee shop. In the high consciousness group, physical environment and quality of coffee are the first priority in choosing a roastery coffee shop whereas customer benefits seemed more important to those who chose franchise coffee shop, although service quality and diversity factors at all to either group. The study provides academic and practical implications for the coffee shop industry in Korea.