커피전문점을 이용하는 20대가 인지한 제품 단서와 지각된 품질의 관계연구

A Study on the Relationship between Product Cues and Perceive Quality Perceived by 20s in the Coffeehouse: An application of Canonical Cor relation Analysis

The purpose of this study was to investigate relationship between product cues and perceived quality perceived among 20s in the coffeehouse. For this purpose, we used the empirical data collected from 239 coffeehouse respondents in there 20s and canonical correlation analysis was employed to test the research hypothesis. Data analysis extracted two canonical functions. In canonical function 1, the higher correlation was found between extrinsic cues(.826) and perceived quality of the design of coffee packaging(1.207), coffee brand(.487), coffee price(-.055) and employee’s responsiveness(.024) in order. In canonical function 2, intrinsic cues were highly correlated with he design of coffee packaging(1.187). Overall, the relationship of coffee product cues and perceived quality in the context of the coffeehouse was better explained by canonical function 1. Based on the findings and conclusions, managerial implications to the field of coffeehouse industry were discussed.