Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Relationships among Characteristics of Customers, Choice Attributes, Positive Emotion Associated with Coffee-Drinking Behavior -Focusing on Specialty Coffee Shop Customers-

커피 전문점 이용자의 일반적 특성, 선택 속성, 커피 음용 행동 및 긍정적 감정 간 관계

  • Kim, Ju-Yeon (International Tourism Strategy Institute, Kyung Hee University) ;
  • Ahn, Kyung-Mo (Graduate School of Tourism, Kyung Hee University)
  • 김주연 (경희대학교 국제관광전략연구소) ;
  • 안경모 (경희대학교 관광대학원)
  • Received : 2010.08.16
  • Accepted : 2010.10.04
  • Published : 2010.10.31
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Abstract

This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

Keywords

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