초록 열기/닫기 버튼
The purpose of this study is to evaluate how customers’ shopping motivations in purchasing coffee beans influence their satisfaction and repurchase intention. This study employed the structural equation modeling (SEM) approach using the software of SPSS and AMOS 23 version, to evaluate the relationships between the relevant factors of taste-oriented, economic-oriented, satisfaction and repurchase intention. The findings have revealed that the taste-oriented factor was significantly associated with customers’ satisfaction otherwise the economic-oriented factor was not significantly related to customers’ satisfaction. Therefore the findings indicated that customers were likely to consider the flavor of coffee beans and taste more than its price in purchasing coffee beans. Also the results demonstrated that customers’ satisfaction influenced the repurchase intention, which implied that the more satisfied the customers in purchasing coffee beans, the customers were more likely to repurchase coffee beans.
키워드열기/닫기 버튼
Coffee beans, Shopping motivations, Satisfaction, Repurchase intention
