커피의 소비동기와 향후 소비의도에 관한 연구
The Effect of Coffee Consumption Motivation on the Future Coffee Consumption Intentions
0
조회
0
다운로드
9
인용
0
참고문헌
키워드
초록
우리나라 사람들의 커피에 대한 소비는 급격하게 증가해왔고 지금은 모든 연령대에서 개인의 취향에 따른 커피를 즐기는 문화가 자리잡아가고 있다. 그래서 소비자의 연령층, 기호도, 만족도에 따른 마케팅 전략이 필수인 시점이 되었다. 커피가 건강에 도움이 되는지 아니면 안 좋은지에 대한 논의는 계속되고 있지만 카페인이 주는 각성과 커피를 마실 때의 심신의 안정과 마음의 여유는 부정할 수 없는 커피가 주는 즐거움이다. 본 연구에서는 커피를 소비하는 동기를 요인 분석한 결과 웰빙소비동기, 기분전환동기, 사회적 소비동기, 습관적 소비동기, 정서적 소비동기 등의 5가지 요인으로 분류하였다. 또한 이에 따른 사람들의 소비의도 요인 분석은 정신건강적 소비의도, 중독적 소비의도, 부작용 극복 소비의도, 가격적 소비의도, 사회심리적 소비의도 등의 5가지 유형으로 분류하였다. 본 연구의 조사대상은 서울시와 경기도에 거주하는 20세 이상의 성인들을 대상으로 2013년 1월 3일부터 2월 5일까지 설문조사를 실시하였다. 총 500부의 설문지를 배부하여 450부가 회수되었고, 이들 중 설문의 응답이 불성실한 22부를 제외한 428부를 최종분석에 사용하였다. 자료의 통계처리는 SPSS Win Ver 18.0 버전을 사용하여 타당성분석, 요인분석, 신뢰성분성, 군집분석, 일원분산분석(One-Way ANOVA), 다중회귀분석 등을 실시하였다. 주요 연구가설은 다음과 같다. 첫째, 커피소비동기는 소비의도에 영향을 미칠 것이다. 둘째, 인구통계적 특성에 따라 커피소비의도의 차이가 있을 것이다. 연구결과에서 커피소비동기는 커피소비의도에 부분적으로 영향을 미치는 것으로 나타났고, 공통적으로 영향을 미치는 요인은 정서적 동기로 나타났다. 인구통계적 특성에 따른 커피소비동기 차이분석과 커피소비의도 차이분석 모두에서 연령, 직업, 학력, 및, 월평균 소득에 따라 차이가 나타났다. 사람들의 커피소비유형은 기존의 알려진 사람들의 맛 추구나 커피전문점 속성선택 결과와는 달리 인체에 미치는 건강과 효능에 관련된 요인과 정서적 안정요인이 더 높았다.
Abstract
The consumption of coffee has been drastically increased last two decades. Now almost all the Korean adult people enjoy the coffee and diverse cultures related coffee have been spread widely in Korea. Therefore new marketing strategies are necessary to satisfy consumers according to ages, attitudes, and other characters. It has been continuously discussed whether the coffee gives negative impacts to health. Regardless of the discussions of the effects to health, now coffee became a part of modern daily lives. In this study the motivations of coffee consumption were classified to five; wellbeing motivation, refreshment motivation, social motivation, habitual motivation, and emotional motivation. Future intention of coffee consumption were also classified to five factors: sound mental intention, addictive intention, side-effect recovery intention, economic intention, and psychological intention. The survey was conducted in Seoul City and Kyeongki Province from January 3 to February 2, 2013. Total 500 questionaries were distributed and 450 were collected and 428 samples were used for the analysis of this study. The data were analyzed by SPSS Win 18 Version. The methods used in this study were factors analysis test, reliability test, validity test, t-testy, One-Way ANOVA, and regression analysis. The hypnosis in this study were as follows. First, The motivations of coffee consumption would influence to the intention of coffee consumption. Second, there would be statistical differences to the intention of coffee consumption according to the demographic characteristics. According to the result of the study, the motivation of coffee partially affected to the intention of coffee consumption. And there were statistical differences according to age, occupations, educational levels, and monthly incomes. The implications of this study were the factors related health and emotional feeling were considered more important than tastes and characters of coffee-shop that people thought more important before.
참고문헌 (46)
- Blasio, G. G. D., "Coffee as a Medium for Ethical, Social, and Political Messages : Organizational Legitimacy and Communication", Journal of Business Ethics, 72(1), pp.47~59 (2007)
- Bolton, S., "Caffeine Psychological Effects, Use and Abuse", Orthomolecular Psychiatry, 10(3), pp.202~211 (1981)
- Cowan, B., "The Social life of Coffee: The emergency of British coffee House" (2005), Yale University Press
- Garcia, E. L., "Coffee consumption and health-related quality of life", Clinical Nutrition, 30(1), pp.1~7 (2013)
- Gelatti, U., "Coffee consumption reduces the risk of hepatocellular carcinoma independently of its aetiology : a case-control study", Journal of Hepatology, 42(4), pp.528~534 (2005)
- Giovannucci, E., "Meta-analysis of coffee consumption and risk of colorectal cancer", American Journal of Epidemiology, 147(11), pp.1043~1052 (1998)
- Gjernes, T., "Facing resistance to health advise", Health, Risk & Society, 12(5), pp.471~489 (2010)
- Graham, C., "Reasons for consumption and heavy caffeine use : Generalization of a model based on alcohol research", Addictive Behaviors, 13(2), pp.209~214 (1988)
- Greenberg, J. A., "Coffee, diabetes, and weight control", American Society for Nutrition, 84(4), pp.682~693 (2006)
- Grigg, D., "The world of tea and coffee : Patterns of consumption", GeoJournal, 57(1), pp.283~294 (2002)
- Higdon, J. V., "Coffee and Health : A Review of Recent Human Research", Food Science and Nutrition, 46(1), pp.101~123 (2006)
- Imatoh, T., "Coffee consumption but not green tea consumption is associated with adiponectin levels in Japanese males. European Journal of Nutrition", June, 50(4), pp.279~284 (2011)
- "Office Job Worker’s Daily Coffee Consumption" (2013)[URL]
- Jung, J. Y., "Effect on Coffee Consumption Attitudes from Coffee Consumption Motivation and Negative Recognition", 박사, pp.2012
- 정자영, "소비자의 인구통계학적 특성과 커피 소비동기가 커피전문점 재방문의도에 미치는 영향", Journal of The Korean Data Analysis Society, 15(5), pp.2871~2888 (2013), 한국자료분석학회
- 정자영, "커피 전문점 선택속성이 재방문의도에 미치는 영향: 브랜드 신뢰의 조절효과", 디지털융복합연구, 11(11), pp.289~304 (2013), 한국디지털정책학회
- 정자영, "라이프스타일과 커피소비동기에 관한 연구", 벤처창업연구, 8(3), pp.53~65 (2013), 한국벤처창업학회
- 김주연, "감성적-유용적 동기에 따른 커피전문점 시장세분화", 한국조리학회지, 16(5), pp.103~117 (2010), 한국조리학회
- Kato, M., "Psychological Factors, Coffee and Risk of Diabetes Mellitus among Middle-Aged Japanese : a Population-Based Prospective Study in JPHC Study Cohort", Endocrine Journal, 56(3), pp.459~468 (2009)
- Kawachi, I., "A prospective study of coffee drinking and suicide in women", Archeology of International medicine, 156(5), pp.521~525 (1996)
- Klatsky, A. L., "coffee, tea, and mortality", Annals of Epidemiology, 3(4), pp.375~381 (1993)
- Laitala, V. S., "Genetics of coffee consumption and its stability", Addiction, 103(12), pp.2054~2061 (2008)
- 이은용, "AHP를 이용한 프랜차이즈 커피전문점 선택속성에 관한 탐색적 연구", 호텔경영학연구, 20(4), pp.183~200 (2011), 한국호텔외식경영학회
- 이종만, "커피 브레이크는 성과에 도움이 되는가?: 업무 외적인 활동 관점", 한국컴퓨터정보학회논문지, 17(10), pp.167~173 (2012), 한국컴퓨터정보학회
- Lee, H. S., "Factors Influencing the Intention to Redeem Coffee Shop Coupons in Korea", International Journal of Business and Management, 5(7), pp.92~98 (2010)
- Leviton, A., "Why those who drink the most coffee appear to be at increased risk of Disease", A Modest Proposal, Ecology of Food and Nutrition, 31(3-4), pp.285~293 (1994)
- Lim, M., "Clicks, Cabs, and Coffee Houses : Social Media and Oppositional Movements in Egypt, 2004-2011", Journal of Communication, 62(1), pp.231~248 (2012)
- Lucas, M., "Coffee, Caffeine, and Risk of Depression Among Women", American Medical Association, 171(17), pp.1571~1578 (2011)
- Nawrot, P., "Effects of caffeine on human health", Food Additives and Contaminants, 20(1), pp.1~30 (2003)
- "Coffee for Pregnant Woman" (2013)[URL]
- 오염곤, "식생활 라이프스타일이 커피소비행동에 미치는 영향에 관한 연구", 벤처창업연구, 7(4), pp.65~75 (2012), 한국벤처창업학회
- "Coffee Drinking May Have Risk Of Mouth And Throat Cancer" (2012)[URL]
- Palmer, D., "Beyond Buna and Popcorn : Using personal narratives to explore the relationship between the Ethiopian coffee(Buna)ceremony and mental and social well-being among Ethiopian forced migrants in London, UK", Advances in Mental Health, 9(3), pp.263~276 (2010)
- Petracco, M., "Coffee Consumption and Health, In Espresso Coffee: The Science of Quality (2nd edition)" (2005), Elsevier Academic Press
- Rogers, P. J., "Overnight caffeine abstinence and negative reinforcement of preference for caffeine-containing drinks", Psychopharmacology, 120(4), pp.457~462 (1995)
- Rogers, P. J., "Lifetime nutritional influences on cognition, behavior and psychiatric illness", In Woodhead Publishing Series in Food Science Technology and Nutrition, 223(1), pp.51~271 (2011)
- Schwarz, B., "Coffee, Tea, and Lifestyle", Preventive Medicine, 23(3), pp.377~384 (1994)
- Shimazu, T., "Coffee consumption and the risk of primary liver cancer : Pooled analysis of two prospective studies in Japan", International Journal of Cancer, 116(1), pp.150~154 (2005)
- 신선영, "커피의 소비 유형별 품질 속성에 대한 고객 인식 분석", 한국식생활문화학회지, 22(6), pp.748~756 (2007), 한국식생활문화학회
- Smith, A. P., "Caffeine, extraversion and working memory", Journal of Psychopharmacology, 27(1), pp.71~76 (2013)
- Steptoe, A., "Mood and drinking : a Naturalistic diary study of alcohol, coffee and tea", Psychopharmacology, 141(3), pp.315~321 (1999)
- Taylor, S. R., "To sip or not to sip : the potential health risks and benefits of coffee drinking", Nutrition & Food Science, 37(6), pp.406~418 (2007)
- Tanskanen, A., "Heavy coffee drinking and the risk of suicide", European Journal of Epidemiology, 16(9), pp.789~791 (2000)
- Travani, A., "Coffee and Cancer : A review of epidemiological studies, 1990-1999", European Journal of Cancer Prevention, 9(1), pp.241~256 (2000)
- Vlahovic, B., "Preference of Coffee consumers on Servian market", Economics of Agriculture, 59(1), pp.38~46 (2012)
- Waxman, L., "The Coffee Shop : Social and Physical Factors Influencing Place Attachment", Journal of Interior Design, 31(3), pp.35~53 (2006)