개인브랜드 커피전문점의 고객기반 브랜드 자산, 지각 가치, 애착, 행복 및 행동의도의 구조적 관계 = The Structural Relationships among Customer-Based Brand Equity, Perceived Value, Attachment, Happiness, and Behavioral Intention in Private Brand Coffee Shops

다국어 초록 (Multilingual Abstract)

Due to the rise of nuclear families and the increasing social participation of women, opportunities for dining out in South Korea have steadily increased compared to the past. This, along with the entry of global franchise coffee shops into the domestic market, rising consumer demand for premium and differentiated coffee products such as specialty tea, espresso-based coffee shops, and alternative coffee, and the expansion of large corporations into the coffee industry, is rapidly transforming the overall coffee market environment. In recent years, shifts in consumer leisure awareness and lifestyle have driven changes in consumption patterns, leading the coffee industry to evolve through diversification, specialization, differentiation, hybridization, and chain expansion. Since the 2010s, the number of private brand coffee shops located near natural landscapes such as oceans, mountains, and lakes in major metropolitan areas has steadily increased, contributing to the qualitative growth of leisure culture and relaxation. As competition among coffee shops intensifies and various non-coffee beverages penetrate the market, competition has become overheated. Therefore, private brand coffee shops, more than franchise brands, must recognize the importance of brand strategy and enhance their brand equity to survive. This study aims to empirically analyze how customer-based brand equity affects customers’ perceived value and emotional attachment to private brand coffee shops, and how these in turn impact customer happiness and positive behavioral intentions. The objective is to provide strategic, differentiated, and effective marketing directions that can support the sustainability and competitiveness of private brand coffee shops. To achieve this, a literature review and analysis of prior research were conducted to examine the theoretical foundations of customer-based brand equity, perceived value, attachment, happiness, and behavioral intentions. Based on these, a research model and hypotheses were developed and tested through empirical analysis. For hypothesis testing, survey data were collected from customers who visited private brand coffee shops in various regions across South Korea. The data were analyzed using SPSS 26.0 and AMOS 26.0. Frequency analysis was used to examine the characteristics of the sample and usage patterns, while descriptive statistics were used to assess the normality of variables. The reliability of the survey was assessed using Cronbach’s α, and exploratory and confirmatory factor analyses confirmed the validity of the measurement items. Correlation analysis examined the discriminant validity and multicollinearity of variables, and a structural equation model was employed to test the hypotheses. The key findings are as follows: Customer-based brand equity in private brand coffee shops had a statistically significant positive effect on perceived value and attachment. Additionally, both perceived value and attachment significantly and positively affected happiness, which in turn had a statistically significant positive effect on behavioral intentions. Managerial Implications: First, the study confirmed that brand equity is a multidimensional concept that influences consumer perception and emotion. It highlighted the need to expand emotional consumer behavior models that include happiness as a central variable. This also represents a theoretical contribution by extending existing research beyond franchise-focused models to the context of small private brands. Second, to strengthen customer-based brand equity, it is necessary to consistently manage interior design, logo, and story-based content. Participatory marketing strategies, such as coffee classes, membership programs, and emotional engagement with baristas, are effective in enhancing customer attachment. To promote customer happiness, sensory elements within the store (such as music, lighting, and scent) should be improved and personalized emotional services should be provided. Continuous communication via social media and the organization of community-based events can also strengthen emotional bonds with customers, thereby enhancing the sustainable competitiveness of private brand coffee shops. In conclusion, this study empirically demonstrates that customer-based brand equity in private brand coffee shops significantly influences perceived value, attachment, happiness, and behavioral intention. The findings offer meaningful insights not only for private coffee brands but also for broader application across various sectors of the food and beverage industry, increasing both theoretical relevance and practical applicability.

국문 초록 (Abstract)

우리나라는 핵가족 중심화와 여성의 사회진출 등으로 인해 외식기회가 과거에 비해 점차 늘어났고, 글로벌 프랜차이즈 커피전문점의 국내진출, 스페셜 티, 에스프레소 커피전문점 및 대체커피 등과 같은 고급화와 차 별화를 추구하는 커피 소비자의 수요 증가, 대기업의 커피산업 진출 등 이 커피산업의 전반적인 환경을 변화시키고 있다. 그리고 최근 소비자 여가수준 인식의 변화로 인한 소비성향 변화, 소비자 라이프스타일 변화 에 따른 소비패턴 변화 등으로 다양화, 전문화, 차별화, 복합화, 체인화 등의 형식을 보이며 발전하고 있는 추세이다. 또한, 2010년대부터 대도심 인근의 바다, 산, 호수 등의 자연경관과 조 화를 이루는 개인브랜드 커피전문점이 지속적으로 증가하면서 여가문화 와 휴식을 충족시키는 질적 성장이 이루어지고 있다. 이에 따라 커피전 문점의 경쟁은 치열해지는 현상을 보이고 있으며, 커피 외 다양한 형태 의 음료들이 커피시장을 파고들면서 경쟁은 과열현상을 보이고 있는 실 정이다. 그러므로 프랜차이즈 커피전문점보다 개인브랜드 커피전문점들 은 브랜드 전략의 중요성을 인식하고 브랜드 자산을 상승시켜야 할 필요 성이 요구되고 있다. 이에 본 연구는 프랜차이즈 커피전문점과 개인브랜드 커피전문점들의 치열한 경쟁 속에서 생존하고 영위성을 지니기 위해 고객기반 브랜드 자 산에 의해 형성되는 개인브랜드 커피전문점에 대한 고객들이 지각하는 가치와 애착이 고객의 행복과 긍정적 행동의도에 미치는 영향 관계를 실 증분석하고 연구결과를 통해 개인브랜드 커피전문점의 마케팅 전략을 수 립하고자 할 때 차별성과 효율성을 지닐 수 있는 마케팅 방향성을 제시 하는 것이 연구의 목적이다. 연구목적 달성을 위해 본 연구에서는 커피전문점과 관련한 문헌연구와 선행연구를 통해 개인브랜드 커피전문점의 고객기반 브랜드 자산, 고객 이 지각하는 가치와 애착, 행복 및 행동의도의 이론적 근거를 고찰하고, 이를 토대로 연구모형과 연구가설을 설정하여 실증적 분석을 통해 검증 하였다. 가설검증을 위한 실증분석은 국내 각 지역에 소재한 개인브랜드 커피 전문점을 방문한 고객을 대상으로 설문자료를 수집하여 SPSS 29.0과 AMOS 26.0을 이용하여 분석하였다. 빈도분석을 통해 표본의 특성과 이 용행태분석을 실시하였고, 기술통계분석을 통해 변인의 정규성 검토를 하였다. Cronbach's α 계수를 사용하여 설문의 신뢰도를 파악과 탐색적 요인분석과 확인적 요인분석을 통하여 각 설문측정 문항들이 본 연구의 개념을 명확히 반영하고 있음을 확인하였다. 또한, 변수 간의 상관관계분 석을 통해 변인 간의 판별타당도와 다중공선성 문제를 진단하고, 정제된 측정항목을 바탕으로 가설검증을 위해 구조방정식모형분석을 실시하였 다. 최종적으로 실증통계분석의 결과를 바탕으로 연구결과의 현실적 의 미와 본 연구의 한계점 및 후속연구의 과제들을 정리하였다. 본 연구의 실증분석 결과는 다음과 같다. 개인브랜드 커피전문점의 고 객기반 브랜드 자산은 지각 가치와 애착에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 그리고 지각 가치와 애착은 행복에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났고, 행복은 행동 의도에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구의 실증분석 결과가 갖는 시사점은 다음과 같다. 첫째, 브랜드 자산이 소비자 인식과 감정에 영향을 주는 다차원적 개 념임을 밝혔으며, 감정 중심의 소비자 행동 모델과 행복을 중심 변수로 하는 이론 확장의 필요성을 제기하였다. 또한, 프랜차이즈 중심의 기존 연구에서 벗어나 스몰 브랜드로의 적용 가능성을 제시한 점도 학술적 기 여라 할 수 있다. 둘째, 고객기반 브랜드 자산 강화를 위해 매장 인테리어, 로고, 스토리 기반 콘텐츠의 일관성 있는 관리가 필요하다. 이를 위한 방안으로 고객 애착의 고취를 위한 커피 클래스, 멤버십 프로그램, 바리스타와의 정서적 교류 확대 등의 참여형 마케팅 전략과 고객의 행복을 위해 매장 내 음 악, 조명, 향기 등의 감각적 요소를 개선하고, 맞춤형 감성 서비스를 제 공해야 할 것이다. 마지막으로 SNS를 통한 지속적 소통과 지역 밀착형 이벤트 운영 등을 통해 고객과의 정서적 관계를 강화하는 것이 개인브랜 드 커피전문점의 지속 가능한 경쟁력 확보에 효과적임을 시사한다. 본 연구는 개인브랜드 커피전문점의 고객기반 브랜드 자산이 지각 가 치와 애착, 행복, 행동의도에 이르는 경로에 유의미한 영향을 미친다는 점을 실증적으로 입증한 성과를 제시함으로써 개인브랜드 커피전문점뿐 아니라 다양한 외식산업 분야로 확대 적용이 가능하며, 이론적 설명력을 높이고 실무 적용에 더욱 실질적 기여를 할 수 있을 것으로 사료된다.

목차 (Table of Contents)

• Ⅰ. 서 론 ································································································ 1
• 1. 연구배경 및 연구목적 ··········································································· 1
• 2. 연구방법 및 연구내용 ··········································································· 5
• 3. 연구흐름도 ······························································································· 7
• Ⅱ. 이론적 배경 ····················································································· 8
• 1. 개인브랜드 커피전문점 ········································································· 8
• 가. 커피전문점의 개념 ··········································································· 8
• 나. 프랜차이즈 커피전문점과 개인브랜드 커피전문점 ················· 11
• 다. 커피시장 현황 ················································································· 14
• 라. 개인브랜드 커피전문점 사례 ······················································· 18
• 2. 고객기반 브랜드 자산 ········································································· 26
• 가. 고객기반 브랜드 자산의 개념 ····················································· 26
• 나. 고객기반 브랜드 자산의 구성요인 ············································· 32
• 다. 고객기반 브랜드 자산에 관한 선행연구 ··································· 45
• 3. 지각 가치 ······························································································· 48
• 가. 지각 가치의 개념 ··········································································· 48
• 나. 지각 가치의 구성요인 ··································································· 54
• 다. 지각 가치에 관한 선행연구 ························································· 60
• 4. 애착 ········································································································· 62
• 가. 애착의 개념 ····················································································· 62
• 나. 애착의 구성요인 ············································································· 66
• 다. 애착에 관한 선행연구 ··································································· 73
• 5. 행복 ········································································································· 75
• 가. 행복의 개념 ····················································································· 75
• 나. 행복에 관한 선행연구 ··································································· 79
• 6. 행동의도 ································································································· 80
• 가. 행동의도의 개념 ············································································· 80
• 나. 행동의도에 관한 선행연구 ··························································· 83
• Ⅲ. 연구설계 ························································································· 85
• 1. 연구모형 및 연구가설 설정 ······························································· 85
• 가. 연구모형 ··························································································· 85
• 나. 연구가설 설정 ················································································· 86
• 2. 변수의 조작적 정의 및 설문구성 ····················································· 93
• 가. 변수의 조작적 정의와 측정 ·························································· 93
• 나. 설문구성 ························································································· 102
• 3. 조사 설계 및 분석방법 ····································································· 104
• 가. 조사 설계 ······················································································· 104
• 나. 자료의 분석방법 ··········································································· 106
• Ⅳ. 실증분석 ······························································································· 108
• 1. 표본의 일반적 특성과 이용행태분석 ············································· 108
• 가. 표본의 일반적 특성 ····································································· 108
• 나. 개인브랜드 커피전문점 이용행태분석 ····································· 110
• 2 측정항목의 기술통계분석 ································································ 115
• 3. 측정항목의 타당도분석과 신뢰도분석 ··········································· 117
• 가. 탐색적 요인분석과 신뢰도 분석 ··············································· 117
• 나. 확인적 요인분석 ··········································································· 121
• 4. 상관관계분석 ······················································································· 126
• 5. 가설검증 ······························································································· 127
• Ⅴ. 결 론 ······································································································ 132
• 1. 연구요약 및 연구시사점 ··································································· 132
• 2. 연구의 한계 및 향후 연구방향 ······················································· 136
• 참고문헌 ······································································································ 138
• 부록: 설문지 ······························································································· 169
• ABSTRACT ······························································································· 177