초록 열기/닫기 버튼
The purpose of this study is to investigate the sought benefits of coffee products to Chinese consumers using Korean coffee shops, and to investigate whether the animosity of Chinese consumers to Korea is a moderating variable between sought benefits and use intention. In addition, we tried to examine whether the hallyu attitude plays a mediating role between the use intention and loyalty of Korean coffee shops. The survey area was limited to the first-tier cities (Beijing, Shanghai, Qingdao), which are big cities in China. The survey was conducted from January 8, 2018 to February 10, 2018, for consumers who have experienced using global coffee shops, including Korean coffee shops, in Beijing, Shanghai and Qingdao. In the questionnaire, 427 copies were distributed and 292 copies were retrieved. Only 231 copies were used for the empirical analysis except for the questionnaire which was not suitable for the analysis. The results of the analysis are as follows. First, the sought benefits of coffee products of Chinese consumers have a significant effect on use intention in Korean coffee shops and personal animosity seems to play a role of moderating between functional and experiential benefits and use intention in Korean coffee shop. Second, the use intention to Korean coffee shop of Chinese consumers has a significant effect on loyalty and the hallyu attitude played a mediating role between use intention and loyalty to Korean coffee shops.
