[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/ids/gbusec/v27y2022i4p451-474.html
   My bibliography  Save this article

Coffee shop visiting during the pandemic: moderating effects of process and physical evidence

Author

Listed:
  • Hiroko Oe
  • Yasuyuki Yamaoka
  • Krittin Buasin
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.

Suggested Citation

  • Hiroko Oe & Yasuyuki Yamaoka & Krittin Buasin, 2022. "Coffee shop visiting during the pandemic: moderating effects of process and physical evidence," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 27(4), pages 451-474.
    • Handle: RePEc:ids:gbusec:v:27:y:2022:i:4:p:451-474
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=126644
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:gbusec:v:27:y:2022:i:4:p:451-474. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=168 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.