Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan

IF 3.5 Q2 BUSINESS
Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham
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引用次数: 0

Abstract

Purpose This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan. Design/methodology/approach Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner. Findings The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts. Originality/value This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.
在台湾的社会文化背景下探究 Z 世代消费者对特色咖啡的偏好
目的本研究旨在探讨影响性别消费(男性和女性)、支付意愿(经济属性)和社会文化背景的因素,以及与台湾其他类型的咖啡相比,Gen-Z 消费者对特色咖啡的态度。研究结果研究结果表明了需求价格弹性的影响,年轻消费者认为特色咖啡是一种昂贵的商品,因此并不经常购买。然而,特色咖啡与健康益处和显性消费信号相关联--咖啡馆体验有助于在 Instagram 和 Facebook 等网站上进行自我宣传。最后,研究结果暗示了潜在的性别效应,与男性消费者相比,更多的女性年轻消费者可能会消费专业咖啡。实验设计的使用也从一个独特的角度阐释了围绕专业咖啡的感官元素,是 Gen-Z 研究项目的一种研究设计。该研究指出了社会环境与消费者行为模式的相关性,而这一点在消费者行为学术研究中基本上是隐含的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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