Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
Journal Central
The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality
- Journal of Tourism Sciences
- Abbr : JTS
- 2011, 35(3), pp.243-266
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
Hyung-Min Choi 1, Lee, Hyung-ryong 2
1세종대학교 대학원
2세종대학교
Accredited
ABSTRACT
This study was to examine the effect of coffee shop customers' experiential value on their brand attitude and brand loyalty. It also investigated the moderating effect of brand nationality on the relationship between the customers' experiential value and brand attitude/royalty . Data were collected from 491 coffee shop customers who visited three Korean brand and one American brand coffee shops in Seoul from late May to early July 2010. Results of a factor analysis yielded three dimensions of customers' experiential value (i.e. hedonic, functional, and economic value). Results of hierarchical regression analysis indicated that the respondents' hedonic and functional value significantly influenced both their brand attitude and brand loyalty, while economic value did not have a significant effect on brand attitude and brand loyalty. Results also showed that the effect of functional value on brand attitude was moderated by brand nationality. Implications, limitations and future research directions of the study were also discussed.
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