프랜차이즈 전문점 커피소비자의 가격 및 만족추구 성향 이 윤리적 소비추구 성향에 미치는 영향

The purpose of this study is to analyze the effect of Ethical Consumption Tendencies by Price and Satisfaction Pursuit Tendencies of Franchised Coffee shops Customers. For this study, two factors were set as cause variables based on the prior study: price tendencies and satisfaction tendencies. For empirical survey, total 450 customers, were selected as a target, and total 427questionnaire sheet were used for the survey after deleting 20 insincere or defected sheet from total 407questionnaire sheet collected. In order to analyze the relationship between coffee consumers' pursuit tendencies, the relationship between price pursuit, satisfaction and ethical consumption was established as a hypothesis and analyzed using the structure equation modeling. As a result, the hypothesis H1 of the pursuit of price and ethical consumption was rejected because it was not included within a significant level. Consumers with a tendency to pursue prices need to pay attention to variables that create a high level of consumer awareness of the importance of purchases, preferably purchases of discounted products, and discounts during a sale. Second, the hypothesis H2 of the pursuit of satisfaction and ethical consumption was adopted at the p<0.001 level, indicating that the pursuit of satisfaction by coffee consumers had a positive influence on the ethical pursuit of consumption. It has been revealed that consumers who tend to be satisfied are highly aware of customer management satisfaction and brand facility satisfaction.