브랜드 커피전문점 이용의도 형성과정에 관한 연구 : 전환비용의 조절효과 중심으로

The objectives of this research were to investigate the process of forming intention to use coffee shop brands of consumers. The data were collected in a metropolitan city in Korea. The survey area is considered one of the most popular shopping districts in Korea because it has many stores, restaurants, and named-brand coffee shops. This area would be proper to collect data in that there are many young people. The questionnaires were distributed to consumers in their 20s and older and 350 questionnaires were used for data analysis. First, this study classifies the brand factors of consumers into attitude, attachment, quality and image. Second, this study examines the relationship between brand attitude, attachment, quality, image and brand commitment. Third, it examines the relationship between brand attitude, attachment, quality, image and intention to use the brand. Finally, it examines the moderating effects of switching costs on the relationship among the brand factors, brand commitment and intention to use the brand. Brand factors (attitude, attachment, quality, image), brand commitment and intention to use the brand’s reliability and internal consistency were identified through reliability analysis based on the collected data. The results of analyzing the effect of brand factors (attitude, attachment, quality, image) on brand commitment and intention to use brand through regression analysis, showed that all brand factors have a significant effect. Hierarchical regression analysis was used to determine if a moderating effect of switching cost on brand commitment and intention to use brand existed. The result is that attachment is the only brand factor shown to have a moderating effect on brand commitment. With these results, this study can provide theoretical implications and practical implications for practitioners of coffee shop brands.