Coffee House Consumers' Value Perception and Its Consequences: Multi-Dimensional Approachopen access
- Authors
- Kim, Kwangyong; Choi, Hyun-jun; Hyun, Sunghyup Sean
- Issue Date
- Feb-2020
- Publisher
- MDPI
- Keywords
- utilitarian value; hedonic value; social value; brand commitment; behavioral loyalty; brand credibility; brand prestige; coffeehouse
- Citation
- SUSTAINABILITY, v.12, no.4, pp.1 - 9
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- SUSTAINABILITY
- Volume
- 12
- Number
- 4
- Start Page
- 1
- End Page
- 9
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/146280
- DOI
- 10.3390/su12041663
- ISSN
- 2071-1050
- Abstract
- This research paper explored the causal relationship between consumers' brand value perception, brand credibility, brand prestige, and other consequential outcome variables. The conceptual relationships were described into a potential theoretical research model. The potential theoretical model was empirically assessed using structural equation-based modeling analysis using the survey data obtained from 309 coffee drinkers in United States. The data analysis outcomes revealed that utilitarian-related value perception creates consumers' brand credibility. Moreover, coffeehouse consumers' hedonic value perception and social value perception increase brand prestige perception. This study revealed that consumers' credibility perception and perceived prestige level has direct/indirect influence on perceived brand trust, commitment, and loyalty. Based upon the research findings, suggestions for the industry and future studies are provided.
- Files in This Item
-
- Appears in
Collections - 서울 사회과학대학 > 서울 관광학부 > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/146280)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.