A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic
The purpose of this research is to examine the determinants of coffee shop purchase intention. The research domain is Starbucks, which is the brand ranked first in the coffee shop market. This study selects healthiness, hygiene, quarantine, ease of app use, and environmental responsibility as candidates for the antecedents of purchase intention. For hypothesis testing, this research used a survey and recruited survey participants using Amazon Mechanical Turk, and carried out multiple linear regressions to test research hypotheses. The number of valid observations for the data analysis is 474. It was found that purchase intention is positively influenced by healthiness, hygiene, quarantine, and ease of app use. However, environmental responsibility was identified as a nonsignificant attribute to account for purchase intention. Practical implications are presented for coffee shop management. The outcomes contribute to the literature by scrutinizing café customers’ purchase intention with various attributes.
Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic
The purpose of this research is to examine the determinants of coffee shop purchase intention. The research domain is Starbucks, which is the brand ranked first in the coffee shop market. This study selects healthiness, hygiene, quarantine, ease of app use, and environmental responsibility as candidates for the antecedents of purchase intention. For hypothesis testing, this research used a survey and recruited survey participants using Amazon Mechanical Turk, and carried out multiple linear regressions to test research hypotheses. The number of valid observations for the data analysis is 474. It was found that purchase intention is positively influenced by healthiness, hygiene, quarantine, and ease of app use. However, environmental responsibility was identified as a nonsignificant attribute to account for purchase intention. Practical implications are presented for coffee shop management. The outcomes contribute to the literature by scrutinizing café customers’ purchase intention with various attributes.
Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic
Jimin Shim (author) / Joonho Moon (author) / Myungkeun Song (author) / Won Seok Lee (author)
2021
Article (Journal)
Electronic Resource
Unknown
Metadata by DOAJ is licensed under CC BY-SA 1.0
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