POP광고가 커피전문점 고객의 충동구매와 만족도에 미치는 영향
The Influence of Coffee Shop Customer’s POP Advertising
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The purpose of this study was to identify the relationship among POP Advertising, Customer's Impulse Buying and Satisfaction of Coffee Shop Customers. The data were collected from 183 consumers who visited a coffee shop in Seoul and Gyeonggi province. Exploratory and confirmatory factor analysis and regression analysis with AMOS 18.0 were conducted to analyse this data. The results of the study indicate that coffee shop's advertising POP-factor and promotion POP-factor had significant influence on customer's impulse buying-factor. Second, the customer's impulse buying had significant influence on customers' personal life satisfaction. Third, the coffee shop's POP advertising and service satisfaction had significant influence on customer satisfaction. The results of this study showed that POP advertising affects satisfaction and impulse buying. Detailed implications, contributions and directions for further research are discussed.
Abstract
The purpose of this study was to identify the relationship among POP Advertising, Customer's Impulse Buying and Satisfaction of Coffee Shop Customers. The data were collected from 183 consumers who visited a coffee shop in Seoul and Gyeonggi province. Exploratory and confirmatory factor analysis and regression analysis with AMOS 18.0 were conducted to analyse this data. The results of the study indicate that coffee shop's advertising POP-factor and promotion POP-factor had significant influence on customer's impulse buying-factor. Second, the customer's impulse buying had significant influence on customers' personal life satisfaction. Third, the coffee shop's POP advertising and service satisfaction had significant influence on customer satisfaction. The results of this study showed that POP advertising affects satisfaction and impulse buying. Detailed implications, contributions and directions for further research are discussed.
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