초록 열기/닫기 버튼
The purpose of this study was to effect coffee drink motivation between theory of planning behavior and the purchase intention leading to the purchasing behaviors. For these purpose, five hypothese ware developed based on the comprehensive literature review and the data ware collected from 397 coffee shop customers. the data ware analyxed using frequence, reliability, and exploratory factor analysis. and regression analysis for SPSS/WIN 21.0 statistic package. the result of the Hypothesis 1 Health, habit, and psychological motivation had a positive effect on consumer attitude. Hypothesis 2 Consumer attitude had a positive effect on purchase intention. Hypothesis 3 The subjective norm had a positive effect on the intention of the city. Hypothesis 4 The subjective norm had a positive effect on purchase intention. Hypothesis 5 Uncertainty perception had a significant negative effect on purchase intention. the findings can be summarized as follows: First, the drinking of coffee beans has become a daily life and has become a universal drink. Second, positive attitude toward coffee showed high purchase intention. Third, the higher the perception of uncertainty about coffee, the more negative the purchase intention. In the conclusion part, these findings werw disscussed and both implications and limitation werw provided.
키워드열기/닫기 버튼
coffee drink motivation, theory of planning behavior, consumer attitudes, purchase intention
