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標題: Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention
作者: Edward S.-T. Wang
Jia-Rong Yu
關鍵字: Repurchase intention;Perceived hedonic value;Perceived utilitarian value;Product attribute beliefs;Ready-to-drink coffee beverage
出版社: Emerald Group Publishing Limited
Project: British Food Journal, Vol. 118, Issue 12, pp.2963-2980
The purpose of this paper is to explore the effect of the product attribute beliefs of ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.

In the study survey, 401 participants who had purchased RTD coffee beverages within the previous month were included. Structural equation modelling was employed to analyse the survey data.

The findings indicate that consumers of RTD coffee beverages form utilitarian and hedonic value perceptions through content sensory, packaging and branding, and content functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of repurchase intentions. The findings further reveal that whereas content functional attribute beliefs have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater influence on hedonic value.

The findings of this study can serve as a reference for RTD coffee beverage companies to develop new products and communication strategies.
DOI: 10.1108/BFJ-03-2016-0128
Appears in Collections:生物產業管理研究所

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