Changes of Coffee Consumption Behaviors in Korea: The Effects of Image Congruity Toward Brand Name Coffee Shops on Customer Attitude and Repurchase Intention
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The Department of Apparel, Education Studies, and Hospitality Management provides an interdisciplinary look into areas of aesthetics, leadership, event planning, entrepreneurship, and multi-channel retailing. It consists of four majors: Apparel, Merchandising, and Design; Event Management; Family and Consumer Education and Studies; and Hospitality Management.
History
The Department of Apparel, Education Studies, and Hospitality Management was founded in 2001 from the merging of the Department of Family and Consumer Sciences Education and Studies; the Department of Textiles and Clothing, and the Department of Hotel, Restaurant and Institutional Management.
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2001 - present
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- College of Human Sciences (parent college)
- Department of Family and Consumer Sciences Education and Studies (predecessor)
- Department of Hotel, Restaurant, and Institutional Management (predecessor)
- Department of Textiles and Clothing (predecessor)
- Trend Magazine (student organization)
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Abstract
This study attempts to apply the theory of image congruity to the context of brand coffee shops. The purpose of this stuy is to examine the effects of self-congruity and functional congruity on customer attitude and repurchase intention. This study also aims to investigate moderator effects of customer experience on attitude toward brand coffee shops to understand customer decisionmaking. Results confirm that higher degrees of self-image congruity toward a coffee shop directly influence a positive attitude toward the store—thus, affect high intention to repurchase. However, moderator effects of prior experience on customer attitude and behaviors were not found. In the brand coffee shop industry, marketers need to focus on improving store image to meet the image of their target customers.
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This manuscript is of a proceeding in Proceedings of the 16th Annual Graduate Education & Graduate Student Research Conference in Hospitality & Tourism 2011: pp. 1-14. Posted with permission.