원두커피의 선택속성이 구매의도에 미치는 영향에 관한 연구: 유통경로를 중심으로

The purpose of this study was to examine the influence of coffee taste, price, brand, convenience, and customization on the intention to buy coffee beans for consumers with experience in purchasing coffee beans, and to find out how the influence relationship between coffee selection attribute and purchase intention differs depending on the distribution route. This study used the questionnaire survey method and verified it through statistical analysis using SPSS 22.0. Multiple regression analysis was conducted to investigate the influence of the coffee beans selection attribute on purchase intention. The results of this study are as follows. Price and brand were found to have a significant influence on coffee beans purchase intention at large discount stores, and coffee taste and customization were found to have a significant influence on coffee beans purchase intention at coffee shops. Coffee taste, price, brand, and convenience were found to have a significant influence on the intention to purchase coffee beans at franchise coffee shops. As a result, the influence of the selection attribute of coffee beans on purchase intention was different depending on the distribution channel. It is hoped that this study will help research on coffee beans consumers and be used as basic data for establishing more efficient marketing strategies to revitalize the coffee beans market and help successful management of companies and small business owners.