원두커피음용동기가 소비자 태도 및 구매행동에 미치는 영향 = The effect of coffee drinking motivations on consumer attitudes and purchase intention

다국어 초록 (Multilingual Abstract)

ABSTRACT
The Effect of Coffee Drinking Motivations on Consumer Attitudes and Purchase Intention

kim, Hye-Im
Department of Hotel Culinary & Food Service managament
Graduate School
Catholic Kwandong University


All the senses that human beings can feel responds to a cup of ground coffee differently. You are happy when you feel its taste at your mouth, you smell its aroma at the tip of your nose with a pleasant aftertaste left. Brewed Coffee has been consumed as a beverage for a variety of races and in many countries around the world and it is one of the most important trade goods (Central America Data, 2013). Coffee giving a peace of mind and happiness has a market volume of 3 trillion won and a lot of coffee shops open on every corner. With the size of domestic coffee market increased day by day, I wonder why people consume coffee and what their motive for having coffee is. The following study has been conducted on relationship between the needs of the consumers of brewed coffee and their purchase intention targeting the coffee drinkers.
This study is to explore the motive for having coffee and to draw a systematic model of the consumer attitude towards the brewed coffee and the purchase intention leading to the purchasing behaviors. And it is to explore the motive for having coffee related to this study and the theoretical concept of the expanded planned behavior through literature review. In addition, it is to understand what effect the motive for having coffee perceived by the consumers has on the consumer attitude and the purchase intention. It is also to examine the subjective norm regarding the coffee drinkers, the perceived behavior control, and the effect of the perceived uncertainty on the purchase intention.
For these goals, the male and female adults living in the area of Gangreung were defined as the population and the sample group was limited to the brewed coffee drinkers in consideration of time and expenses for this study. A survey was conducted targeting the consumers purchasing and drinking the brewed coffee with the consent of the bar manager and the approval of the consumers in advance after the researcher visited the brewed coffee bar. The survey was conducted using the judgment sampling in the non-stochastic sampling methods utilizing the self-administered questionnaire survey method based on the questionnaire after the purpose of the research was explained to the participants. A prescribed commodity was provided in order to improve the efficiency of questionnaire responses and a total of 400 copies of questionnaire were distributed and collected for about 45 days from August 15th 2016 to September 30th. 3 copies were excluded due to their unreliable responses and 397 copies in the valid samples were in actual use for the empirical analysis.
In the influential relationship between the motive for selecting the brewed coffee and the consumer attitude of the research hypothesis H1, health motivation, psychological motivation, and habitual motivation, which are the sub-factors of the motive for selecting the brewed coffee were found to have a positive (+) effect on the consumer attitude. However, social motivation was found not to have a significant effect on the consumer attitude, which shows that the brewed coffee drinkers have coffee as a beverage for their daily lives, not for showing off to others.
In the verification of the influential relationship in the positive (+) effect of the consumer attitude on the purchase intention of the hypothesis H2, the consumer attitude was found to have a positive significant effect on the purchase intention, which verifies that the positive attitude toward coffee is the predisposing factors which increase the purchase intention. Hypothesis H2 was adopted. Hypothesis H3 that the subjective norm will have positive (+) effect on the purchase intention , hypothesis H4 that the perceived behavior control will have positive (+) effect on the purchase intention, and hypothesis H5 that the perceived uncertainty will have positive (+) effect on the purchase intention were all adopted. The theory of planned behavior conducted in this study is considered to be a effective research model which sufficiently explains consumers' purchasing intention for the motive for having brewed coffee.
In addition, the results of the additional test conducted to reflect characteristics of the sample group based on the demographic characteristics of this study show that there was a difference in the psychological and habitual motivation for having coffee which are perceived higher in females than in males but there was not a difference in the social motivation and health motivation by sex. Psychological habitual motivation were found to be higher in the married but social and health motivation were found to show no differences without regard to their marital state. The results of the post verification method of Scheffe analysis conducted to verify the significant difference between the groups in perceiving the motive for having brewed coffee by age show that there was a significant difference between the participants in their 50s and 20s in the psychological motivation. In the habitual motivation, the participants in their 30s were found to show the the highest perception, followed by 50s, 40s, and 20s. There was a significant difference between these groups.
The most remarkable result of this study is that social motivation does not have a significant effect on the consumer attitude in the motive for having brewed coffee, which is considered to show that brewed coffee becomes positioned as a beverage in daily lives from one to show off to others at the early stage of coffee market. In addition, the consumers are found to start to response to the health motivation and many consumers are found to expect the effect of the brewed coffee for the specific diseases. From the above-mentioned two results of research, it is determined that the coffee market in the area of Gangreung has entered the market at the maturity stage through the stages of popularization and activation of the early coffee market. It is suggested in this study that, to be general, the dangers to health displayed in the consuming pattern formed in the early market is eliminated and the consuming pattern of coffee n the area of Gangreung outgrows the image of prestige for showing off to others. Based on this, it is necessary for the brewed coffee bars to conduct a marketing strategy which allows the married, the people in their 30s, 40s, and 50s rather than the young to relate to each other. Considering the lifestyles of the married and the aged consumers, most of them would drink coffee for the private social gatherings, but the strategy corresponding to the fact that most of them have a family is determined to enhance the business performance. The development of the healthful and well-being items and the copy phrases that can attract the consumers seeking the health and well-being for the consumers who think highly of the health motivation are considered to be effective. From now on, it is necessary to conduct a marketing strategy for the needs of the consumers along with the researches on the various motives for having coffee.

목차 (Table of Contents)

• 목 차
• 표목차 ⅳ
• 그림목차 ⅴ
• 논문개요 ⅵ
• 제 Ⅰ 장 서 론 1
• 제1 절 문제의 제기 및 연구의 목적 1
• 1. 문제의 제기 1
• 2. 연구의 목적 2
• 제 2 절 연구의 방법 및 범위 4
• 1. 연구의 방법 4
• 2. 연구의 범위 4
• 3. 연구의 흐름도 6
• 제 Ⅱ 장 이론적 배경 7
• 제 1 절 원두커피 음용동기에 대한 이론적 고찰 7
• 1. 원두커피 음용동기의 개념 7
• 2. 원두커피 음용동기 7
• 제 2 절 소비자태도에 대한 이론적 고찰 15
• 1. 소비자 태도의 개념 15
• 2. 소비자 태도의 선행연구 17
• 제 3 절 구매 의도에 대한 이론적 고찰 19
• 1. 구매 의도의 개념 19
• 2. 구매 의도의 구성요소 22
• 제 4 절 확장된 계획된 행동의 이론적 고찰 22
• 제 Ⅲ 장 연구의 모형 및 가설설정 30
• 제 1 절 연구의 모형 및 가설설정 30
• 1. 연구의 모형 30
• 2. 가설의 설정 31
• 제 2 절 변수의 조작적 정의 및 측정도구 33
• 1. 원두커피 음용동기 33
• 2. 소비자 태도 34
• 3. 구매 의도 34
• 4. 주관적 규범 34
• 5. 지각된 행동통제 35
• 6. 불확실성 지각 35
• 제 3 절 설문지의 구성과 연구대상의 선정 37
• 1. 설문지의 구성 및 출처 37
• 2. 연구대상의 선정 및 자료수집 방법 39
• 3. 통계분석 방법 40
• 제 Ⅳ 장 실증연구 분석 및 결과 42
• 제 1 절 인구 통계적 분포의 특성 42
• 1. 조사대상 집단의 인구통계학적 특성 42
• 제 2 절 측정도구의 신뢰성 및 타당성 44
• 1. 탐색적 요인분석과 신뢰성 검증 44
• 제 3 절 상관관계분석 52
• 1. 상관관계 분석 52
• 제 4 절 연구가설의 검증 54
• 1. 원두커피 음용동기와 소비자 태도와의 영향 검증 55
• 2. 원두커피 음용동기와 구매 의도간의 영향 검증 57
• 3. 소비자 태도와 구매 의도간의 영향 검증 58
• 4. 지각된 행동통제와 구매 의도간의 영향 검증 59
• 5. 불확실성 지각과 구매 의도간의 영향 검증 60
• 제 5 절 가설 검증 결과의 요약 65
• 제 Ⅴ 장 결 론 68
• 제 1 절 연구의 결과의 요약 및 시사점 68
• 1. 연구결과의 요약 68
• 2. 시사점 70
• 제 2 절 연구의 한계점 및 향후 연구 방향 71
• 참고문헌 73
• (부록) 설문지 80
• ABSTRACT 86
• 표 목 차
• < 표 3-1 > 설문지 구성 및 출처 38
• < 표 3-2 > 설문조사 표본 설계 39
• < 표 3-3 > 통계분석방법 41
• < 표 4-1 > 인구 통계적 특성 결과 43
• < 표 4-2 > 원두커피 음용동기 탐색적 요인분석 결과 47
• < 표 4-3 > 주관적 규범, 지각된 행동통제, 불확실성지각의 탐색적 요인분 결과 49
• < 표 4-4 > 소비자태도 및 구매의도의 탐색적 요인분석 결과 51
• < 표 4-5 > 변수들 간의 상관관계 분석 52
• < 표 4-6 > 원두커피 음용동기와 소비자태도간의 다중회귀 분석 결과 56
• < 표 4-7 > 소비자 태도와 구매 의도 간의 단순회귀분석 결과 57
• < 표 4-8 > 주관적 규범과 구매의도간의 단수회귀분석 결과 58
• < 표 4-9 > 지각된 통제와 구매의도간의 단순회귀분석 결과 59
• < 표 4-10 > 불확실성 지각과 구배의도간의 단순회귀분석 결과 60
• < 표 4-11 > 성별에 따른 추가검증 결과 61
• < 표 4-12 > 결혼에 따른 추가검증 결과 62
• < 표 4-13 > 가설 검증 결과 요약 64
• 그 림 목 차
• < 그림 1-1 > 연구의 흐름도 6
• < 그림 3-1 > 연구모형 30