Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Brand Awareness of Coffee shops on Switching Intentions, Purchasing Behavior, and Revisiting Intention

대학생들의 커피전문점 브랜드 인지도가 전환의도, 구매행동, 재방문의도에 미치는 영향

  • Kim, Ji-Eung (Department of Foodservice Management, College of Culture and Tourism, Jeonju University) ;
  • Cho, Won-Young (Major of Tourism & Food Service Management, The Graduate School of Management, Jeonju University)
  • 김지응 (전주대학교 문화관광대학 외식산업학과) ;
  • 조원영 (전주대학교 경영대학원 관광외식경영전공)
  • Received : 2014.06.30
  • Accepted : 2014.10.17
  • Published : 2014.10.31
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Abstract

The purpose of this study was to determine the relationships among brand awareness, switching intentions, purchasing behavior, and revisiting intentions. Brand awareness consisted of three factors: brand image, physical environment, and affiliation of coffee brand. Good brand image was associated with reduced switching intentions, whereas negative images were associated with higher switching intentions. Consumer purchasing behavior was most affected by interior decoration, including furniture, decorations, etc. Switching intentions had a negative relationship with revisiting intentions. Finally, purchasing behavior and revisiting intentions showed a positive correlation. As limitations, the only participants were university students, who are not representative of all consumers at coffee shops. Moreover, this study did not divide coffee shops into franchises and individually owned.

Keywords

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