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http://dx.doi.org/10.5392/JKCA.2020.20.02.424

A Study on the Influence of the Selection Attribute on Coffee Shop toward Use Satisfaction by College Students  

Han, Jin-Myeong (부천대학교 부동산유통과)
Kim, Jong Won (연세대 경제대학원)
Kim, Jae-Tae (서울벤처대학원대학교 부동산학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.2, 2020 , pp. 424-434 More about this Journal
Abstract
The purpose of this study is to investigate the effects of selection factors which include accessibility, trade area, spatiality, convenience, reliability, assurance on satisfaction. Also, the relationship among satisfaction, conversion cost, and reuse intention was examined. The survey was conducted for college students who had used coffee shops in the last month and 247 copies were used for the analysis. The study model was analyzed by the basic statistical analysis, factor analysis, reliability analysis, and structural model analysis using SPSS 18.0 and AMOS 18.0. As a result of analysis, it was confirmed that customer satisfaction was influenced by factors in order of assurance, accessibility, commerciality, reliability, and spatiality. Also, satisfaction and conversion cost have a significant effect on reuse intention. The result shows that the satisfaction of selection factors increases student customer's behavioral intentions and ultimately contributes to the improvement of coffee shop performance. Therefore, a coffee shop targeting college students needs a lot of interest in the taste of coffee, price, various menus and accessibility, trade area, and large space.
Keywords
Coffee Shop; Selection Factor; Satisfaction; Conversion Cost; Reuse Intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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