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Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic

Author

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  • Jimin Shim

    (Department of Tourism and Recreation, Kyonggi University, 24, Kyonggidae-ro 9-gil, Seodaemun-gu, Seoul 03753, Korea)

  • Joonho Moon

    (Department of Tourism Administration, Kangwon National University, Hyoja2-Dong, Kangwon University Rd, Chooncheon 200-701, Korea)

  • Myungkeun Song

    (Department of Tourism Management, Dong-A University, 225 Gudeok-ro, Seo-gu, Busan 49236, Korea)

  • Won Seok Lee

    (Department of Tourism and Recreation, Kyonggi University, 24, Kyonggidae-ro 9-gil, Seodaemun-gu, Seoul 03753, Korea)

Abstract

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.

Suggested Citation

  • Jimin Shim & Joonho Moon & Myungkeun Song & Won Seok Lee, 2021. "Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:4:p:1758-:d:494820
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    2. Heather Markham Kim & Kisang Ryu, 2021. "Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
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    6. Yunho Ji & Won Seok Lee & Joonho Moon, 2023. "Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks," IJERPH, MDPI, vol. 20(3), pages 1-11, February.
    7. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    8. Thi Mai Anh Nguyen & Thi Hue Nguyen & Hieu Hoc Le, 2022. "Online Shopping in Relationship with Perception, Attitude, and Subjective Norm during COVID-19 Outbreak: The Case of Vietnam," Sustainability, MDPI, vol. 14(22), pages 1-11, November.

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