Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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Differences in Purchase Behavior and Choice Attributes according to Characteristics of Specialty Coffee Shop Customers'

커피 전문점 소비자의 특성에 따른 이용 행태 및 선택 속성의 차이

  • Lee, Young-Nam (Dept. of Foodservice Management, College of Hospitality & Tourism, Kyung Hee University) ;
  • Kim, Ju-Yeon (International Tourism Strategy Institute, Kyung Hee University)
  • 이영남 (경희대학교 호텔관광대학 외식산업학과) ;
  • 김주연 (경희대학교 국제관광전략연구소)
  • Received : 2008.12.22
  • Accepted : 2009.03.05
  • Published : 2009.04.30
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Abstract

This study explored the behavior and choice attributes of specialty coffee shop customers according to their general characteristics. The results showed significant differences by gender, age, occupation, education, and income. Female customers stayed longer, valued taste, and their importance perception toward employee and systematic service was higher compared to the males. According to age, younger customers (20's, 30's) stayed longer, visited coffee shops to meet friends and enjoy specialty coffee, and placed high importance on physical surroundings, systematic service, and taking out coffee. Whereas older (50's and 60's) customers valued the location and having coffee on-premise. In terms of education, ustomers with higher education visited coffee shops to enjoy their favorite specialty coffee. By income, those with higher ncomes valued the location and brand of the coffee shop, and their importance perception toward employee and ystematic service was lower than that of customers with lower incomes.

Keywords

References

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