프랜차이즈 커피전문점의 입지특성이 매출액에 미치는 영향 분석

In general, coffee shop franchises are similarly decorated and produce similar taste, but the sales of the shops are different from each other. This study examined such differences focusing on locational characteristics. The characteristics of 117 coffee shop franchise in Seoul, Korea were examined in a hedonic price model to predict the sales. Results showed that four locational characteristics (the number of pubs, the number of transportation facilities, locating in huge superstores, locating in huge facilities) were statistically significant. Especially, when coffee shops were in huge superstores (including wholesales and department stores), the sales were 17.1% higher than others. In addition, when coffee shops were located in huge facilities (including general hospitals, sports complexes, airports), the sales were 16.1% higher than others. The results of this study are expected to provide helpful tips for coffee shop franchises and preliminary founders to figure out beneficial locations with higher sales.