커피전문점 이용고객의 경험적 가치가 브랜드 태도 및 브랜드 충성도에 미치는 영향

The Effect of Coffee Shop Customers' Experiential Value on Brand Attitude and Brand Loyalty: A Focus on the Moderating Effect of Brand Nationality

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.