커피전문점 선택속성 중요도와 개별특성이 대학생 커피소비에 대한 태도와 행동에 미치는 영향

Abstract

In this study, research was conducted on how the individual characteristics of university students (age, gender, amount of allowance) was related to the selection attributes of coffee shops in order to differentiate it from other researches. Additionally, analysis was conducted about how these individual characteristics affect the attitudes and behaviors of university students about coffee consumption. As a result, 8 out of a total of 31 questions, specifically service, quality, convenience, marketing (brand, place of learning), sensory environment, allowance, gender, and age are the factors that cause an influence on coffee expenditure. Additionally, in case of the allowance following the age, it showed that most students received allowance in the following order, above 250,000 won → less than 250,000 won → less than 150,000 won. In case of coffee expenditure for each gender, it was in the order of below 30,000 won → between 30,000 won to below 50,000 won→ between 50,000 won to below 70,000 won → above 70,000 won for both genders, male and female. Moreover, the most common amount of coffee expenditure was between 30,000 won to below 50,000 won a month regardless of the amount of the allowance. Based on this, it is considered that coffee expenditure is generally around 30,000 won to 50,000 won regardless of the amount of allowance that the students receive in a month. In addition, most survey targets are within the range of college freshmen to seniors, in other words, students between the age of 19 to 24, so it appears that there is mostly no difference in the amount of coffee expenditure regardless of their age. The result of the expenditure on coffee between 30,000 won to 50,000 won regardless of the age difference is consistent with how most students spend around 30,000 won to 50,000 won monthly on coffee costs. This research result shows that the influence of coffee shop brand selection attributes and individual characteristics (allowance and gender) caused on the coffee consumption of university students evolved significantly compared to the past. The representative condition is how most researches pointed out the amount of allowance as the factor that increased the coffee cost, but this research revealed that the amount of allowance spent by most students on coffee costs is fixed. As the amount of allowance is greater, the amount that is spent on coffee costs is increasing to the point where the amount spent is considered insignificant, but it was identified that most students budget their allowance with a plan. Furthermore, it shows that there have not been significant changes in the influence caused by past coffee shop brand selection attributes on the coffee consumption of university students.