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Effects of Application Attributes of Coffee Chains on Consumer's Repurchase Decision-Making Processes

커피전문점의 모바일 애플리케이션 특성이 고객 재구매 의사 결정에 미치는 영향

  • 장항 (영남대학교 경영학과) ;
  • 김효은 (영남대학교 경영학과) ;
  • 김병수 (영남대학교 경영학과)
  • Received : 2017.07.25
  • Accepted : 2017.09.20
  • Published : 2017.09.28

Abstract

This study explores the impacts of application attributes of coffee chains on consumer's re-purchase decision-making processes in the context of coffee chains. We posited coffee quality, service quality, and physical environment as key service attributes of coffee chains and personalization, usefulness, economy, and convenience as key application attributes. The moderating effect of application attributes on the relationship between consumer satisfaction and repurchase intention was investigated. The theoretical framework was tested based on 382 consumers who frequently visit coffee chains and install their applications. PLS method was used to analysis the hypotheses. The theoretical model accounts for 48.1% of variance in customer satisfaction and 41.6% of variance in repurchase intention. The analysis results showed that personalization and convenience play an moderating effect on consumer's repurchase decision-making processes. Coffee quality and physical environment were found to have significant effects on customer satisfaction, while service quality does not significantly influence consumer satisfaction. Brand image has a significant effect on customer satisfaction and repurchase intention.

Keywords

Mobile Application;Personalization;Loyalty Program;Starbucks;Brand Image;Convergence

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