커피전문점의 브랜드 이미지가 지각된 가치를 통하여 재방문의도에 미치는 영향

The effect of coffee shop brand image on revisit intention through perceived value

This study attempts to derive the effect of perceived values (temporal value, psychological value, economic value) of coffee specialty store brand image (functional image, symbolic image, empirical image) on revisit intention. Therefore, it is intended to suggest the direction in which customer satisfaction with coffee shops leads to revisiting, and to present efficient management and detailed results of coffee shops. First, as a result of verifying the hypothesis 1 that the brand image of a coffee shop will affect the temporal value of perceived value, it was found that the brand image had a positive (+) effect on temporal value. Second, as a result of verifying the hypothesis 2 that the brand image of a coffee specialty store will affect the psychological value of perceived value, it was found that the brand image had a positive (+) effect on all psychological values. Third, as a result of verifying the hypothesis 3 that the brand image of a coffee shop will affect the economic value of perceived value, it was found that the brand image had a positive (+) effect on economic value. Fourth, as a result of verifying the hypothesis 4 that the perceived value of coffee specialty stores will affect the revisit intention, it was found that all perceived values had a positive (+) effect on the revisit intention.