Coffee House Consumers’ Value Perception and Its Consequences: Multi-Dimensional Approach

Kwangyong Kim,Hyun-Jun Choi,Sunghyup Sean Hyun

doi:10.3390/su12041663

Abstract

This research paper explored the causal relationship between consumers’ brand value perception, brand credibility, brand prestige, and other consequential outcome variables. The conceptual relationships were described into a potential theoretical research model. The potential theoretical model was empirically assessed using structural equation-based modeling analysis using the survey data obtained from 309 coffee drinkers in United States. The data analysis outcomes revealed that utilitarian-related value perception creates consumers’ brand credibility. Moreover, coffeehouse consumers’ hedonic value perception and social value perception increase brand prestige perception. This study revealed that consumers’ credibility perception and perceived prestige level has direct/indirect influence on perceived brand trust, commitment, and loyalty. Based upon the research findings, suggestions for the industry and future studies are provided.

Highlights

Consumers are value-driven [1,2]
The objectives of this study are: (1) examining the impacts of three perceived value perceptions on brand prestige, (2) investigating the role of value perception level on brand credibility, (3) analyzing how brand credibility and prestige level creates trust in consumers’ minds, and (4) showing how brand credibility, prestige, and trust leads to band loyalty
Integrating the previous studies, this study proposes three dimensional constructs, because coffeehouse consumers pursue utilitarian value, hedonic value, and social value [3]

Summary

Introduction

Customers seek more than cheap price and nice location in various buying situations. Maximizing consumers’ perceived value is an obligatory condition for practitioners in order to survive in a highly competitive marketplace [3]. Consumers’ value perception has been a topic of importance in order to understand consumer buying intention in the hospitality industry [4,5]. Despite the high importance of the topic, lack of attention has been given to it in the hospitality research community [6]. Regarding these under-researched, yet critical issues, no efforts have been made to understand their role in brand-related consumer attitudes

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Conclusion