프랜차이즈와 로스터리 커피전문점 선택속성 요인이 이용고객의 긍정적 소비감정 및 행동의도에 미치는 영향과 연령의 조절효과: 강릉지역의 20대, 30대 이용고객을 중심으로

This study, on the target at the consumers in their 20s~30s, conducted a questionnaire survey from July 01 to August 31, 2015(for about two months), using local coffee shops located in Gangreung (franchise coffee shop, rostery coffee shop), This study distributed 400 copies and conducted a positive analysis about 374 copies. By using age, as a moderating variable, this study conducted a hierarchical multiple regression analysis. The result of the positive analysis of the suggestion is as followings. First, in the case of the franchise selection attribute factors, corporeality and guarantee factors had a significant effect on consumer's positive consumption emotions. In the case of roastery coffee shop selection attribute, corporeality and coffee menu quality had a significant effect. Second, franchise and roasery coffee shop had a significant effect in the same degree on consumer's behavioral intention at the order of corporeality and coffee menu quality formation. Third, all of the consumer's positive consumption emotions on franchise and roastery coffee shop had a significant effect on behavioral intention. Third, as for a selection attribute of coffee shop(franchise & roastery), consumer's positive consumption emotions, and behavioral intention, this study conducted an investigation if there are moderating effects of Age. As a result, the consumers in their 30s had a positive effect on fresh coffee, taste of consistent coffee. A discrimination from the existing precedent study of this study is that this study looked into an effect on consumer's positive consumption emotion and behavioral Intention of franchise & roastery coffee shop selection factor and moderating effects of age.