The Effects of Selection Attribute of Coffee Shop MD Products on Satisfaction and Repurchase Intention: Focusing on the Moderating Effect of Consumption Value

Purpose In recent years, due to the unrivaledgrowth of the coffee market, coffee shops have reached saturation and their profit structure has become unstable. Accordingly, coffee shops are making efforts to secure additional competitiveness by utilizing MD products to have unrivaled differentiation from other companies. Reflecting these latest trends, this study aims to identify the influence relationship of the selected attributes of coffee shop MD products on satisfaction and repurchase intention. Methods In order to verify the research model and hypothesis of this study, a survey was conducted from September 5 to October 4, 2022, targeting consumers who had purchased coffee specialty store MD products, and a total of 171 valid questionnaires were collected. The collected data were subjected to confirmatory factor analysis and discriminant validity analysis using the AMOS 20.0 program for SEM. Results The results of analyzing customer satisfaction and repurchase intention for function, price, brand, and design of coffee shop MD products are as follows. First, among the selection attributes of coffee shop MD products, function, price, and brand exhibited a significantly positive (+) effect on customer satisfaction. Second, customer satisfaction with coffee shop MD products showed a significant positive (+) effect on repurchase intention. Conclusion This study provides very important academic value by providing new insight into consumer behavior theory by verifying the effect of selection attributes of coffee shop MD products on customer satisfaction and repurchase intention. Also, These research findings are expected to enhance coffee shops' competitiveness and customer loyalty.