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

Jimin Shim, Joonho Moon, Myungkeun Song and Won Seok Lee
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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

Sustainability, 2021, vol. 13, issue 4, 1-14

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.

Keywords: coffee shop; purchase intention; healthiness; hygiene; quarantine; ease of app use; multiple linear regression (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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