The Effect of Consumer Perception of Specialty Coffee on Repurchase Intention

Abstract

Interest in specialty coffee is increasing rapidly in Korea due to the increase in national income and the easily access to high quality coffee information through social media such as YouTube and Facebook, but related researches have not been actively conducted. Therefore, the purpose of this paper is to analyze the determinants that affect consumer perception on repurchase of specialty coffee and to analyze the mediating effect of benefit sought As a result of the analysis, there was a significant result that repurchase intention also increased as the consumer pursuit benefit for specialty coffee increased, but the perception of payment value did not obtain statistically significant results with the symbolic pursuit benefit. The significance of this thesis is to establish a specific marketing strategy related to the benefits perceived by customers for specialty coffee in line with the increasing demand for high-quality coffee and the strengthening of expertise in the coffee industry.