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

  • 제27권4호
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  • Pages.431-441
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  • 2017
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
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지각된 커피전문점 브랜드 효익이 브랜드 신뢰와 지속적 구매의도에 미치는 영향

Influence of Consumers' Perceived Brand Benefits of Coffee Shops on Brand Trust and Continuous Purchase Intention

  • 이초희 (배재대학교 외식경영학과) ;
  • 류시현 (배재대학교 외식경영학과)
  • Lee, Cho Hee (Dept. of Foodservice Management, Paichai University) ;
  • Ryu, Si Hyun (Dept. of Foodservice Management, Paichai University)
  • 투고 : 2017.06.19
  • 심사 : 2017.08.09
  • 발행 : 2017.08.31
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초록

The purpose of this study was to analyze the effect of consumers' perceived brand benefits toward brand coffee shops on continuous purchase intentions as well as the mediating effect of brand trust. The survey was conducted on coffee consumers aged 20~40 years living in Seoul and who visited brand coffee shops exposed as product placement (PPL) in TV dramas. Out of 400 questionnaires distributed to consumers, 381 questionnaires (95.3%) were analyzed. Consumers were more interested in places (60.1%) than the products (39.9%) of the coffee shops exposed as PPL. Over half (54.6%) of the respondents showed a positive attitude towards coffee shop PPLs. All three brand benefits perceived by consumers (functional, symbolic, and empirical) had significant positive effects on brand trust and continuous purchase intention. In particular, symbolic benefit has the greatest impact on continuous purchase intention towards the brand. Brand trust had a mediating effect between perceived brand benefits and continuous purchase intentions. Therefore, it is necessary to focus on enhancing the perceived symbolic benefit of the brand to effectively maintain customer relationships. The results suggest that when planning positioning concepts, considering the importance of brand benefits is the best way to increase the competitiveness of coffee shop brands.

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