Coffee shops visiting during the pandemic: Moderating effects of process and physical evidence

Q4 Economics, Econometrics and Finance

Global Business and Economics Review Pub Date : 2023-01-01 DOI:10.1504/gber.2023.10046445

Krittin Buasin, Yasuyuki Yamaoka, Hiroko Oe

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Abstract

This study investigated the factors influencing consumers’ decision to purchase coffee products during the COVID-19 pandemic. Coffee retailers are faced with the impact of the pandemic and need to provide a safe and hygienic in-store environment. A quantitative method was applied to a dataset of 428 dataset collected from an online survey in Thailand. The results suggest that the effects of the key indicators ‘promotion’, ‘people’ and ‘price’ are accelerated by the moderating effect of ‘process’. On the other hand, the moderating effect of ‘physical evidence’ was found to be influential only via the interaction between ‘people’ and ‘price’. For the moderators, it was shown that ‘process’ in particular, together with ‘price’, has a significant impact on consumer purchase intentions. The moderating effects of ‘process’ and ‘physical evidence’ on the sale of coffee products are important implications that should be reflected in the marketing strategy in order to maintain business sustainability. Copyright © 2022 Inderscience Enterprises Ltd.

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大流行期间访问的咖啡店:过程和实物证据的调节作用

本研究调查了在COVID-19大流行期间影响消费者购买咖啡产品决定的因素。咖啡零售商面临着疫情的影响，需要提供安全和卫生的店内环境。采用定量方法对泰国在线调查收集的428个数据集进行了分析。结果表明，“过程”的调节作用加速了“晋升”、“人”和“价格”三个关键指标的作用。另一方面，“物证”的调节作用被发现只有通过“人”和“价格”之间的相互作用才有影响。对于调节者来说，研究表明，“过程”和“价格”对消费者的购买意愿有显著影响。“过程”和“实物证据”对咖啡产品销售的调节作用是重要的影响，应该反映在营销策略中，以保持业务的可持续性。版权所有©2022 Inderscience Enterprises Ltd。

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

Global Business and Economics Review Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

0.80

自引率

0.00%

发文量

期刊介绍： GBER (the flagship journal of the Business & Economics Society International) is an international refereed outlet journal for the presentation, discussion and analysis of advanced concepts, initial treatments and fundamental research in all fields of business and economics. Priority is given to insightful policy-oriented articles that deal with the implications of the increasingly global business activity, especially written for the educated lay-person.