ABSTRACT

Utilizing a customer style inventory, in this research we find that customer personality is associated with customer behavior in a food service context. We collected responses from 125 independent and 99 franchise coffee houses recruited using an online survey platform. Based on partial least-structured structural equation models, our findings demonstrate that brand and recreation consciousness influence both brand attractiveness and similarity. Impacts of quality consciousness on attractiveness and novelty consciousness on similarity are also found. Brand attractiveness leads to customer positive purchase intention toward the coffee houses. However, customer price consciousness and impulsiveness do not significantly influence positive behavior. Finally, we compare the impact of customer consumption styles on customer behavior between independent and franchise coffee houses. We observe higher impacts of quality consciousness among independent coffee house customers, whereas recreation consciousness is more influential among customers of franchise coffee houses.

摘要

利用客户风格库存，在这项研究中，我们发现客户个性与食品服务环境中的客户行为相关。我们通过在线调查平台收集了 125 家独立咖啡馆和 99 家特许经营咖啡馆的回复。基于部分最小结构的结构方程模型，我们的研究结果表明，品牌和娱乐意识会影响品牌吸引力和相似性。还发现质量意识对吸引力和新颖意识对相似性的影响。品牌吸引力导致顾客对咖啡馆产生积极的购买意愿。然而，顾客的价格意识和冲动性并不显着影响积极行为。最后，我们比较了独立咖啡馆和特许经营咖啡馆的顾客消费风格对顾客行为的影响。我们观察到质量意识对独立咖啡馆顾客的影响更大，而娱乐意识对特许经营咖啡馆顾客的影响更大。