휴리스틱에 의한 커피전문점 방문수요의 결정요인 분석

Determinants og Demand for Coffee Shop through Heuristics

This study aims to broaden the understanding of consumers’ coffee shop choice behavior at a time when both consumption and the number of coffee shops with diverse types of coffee are increasing. The need for a study to better understand consumer behavior is highlighted by suggesting the heuristic theory in behavioral economics and analyzing psychographics, a psychological factor. It is expected that this study will also help marketers boost consumer demand for coffee, thereby maximizing the economic effect of the coffee market. This study is expected to help both businesses and consumers enjoy valuable fruits of strategies that were built, based on behavioral economics and psychological factors, to understand and satisfy consumers’ psychological needs, enabling the coffee industry’s sustainable growth.