FACTORS AFFECTING THE PURCHASE INTENTION OF SPECIALTY COFFEE SHOPS IN BANGKOK

Abstract

This study aimed to investigate factors that affect customers' purchase intention in specialty coffee shops. The focusing factors are product quality, service quality, perceived value for money, word of mouth, location, and shop atmosphere. Since people consume a coffee beverage, factors influence them to purchase in a specialty coffee shop. Moreover, on a specialty coffee shop owner, what point of view do they use to attract the customer's intent. The data were collected from 12 customers and two specialty coffee shop owners. The research will illustrate which factors affect the customers' intent to purchase a specialty coffee shop. Customers are concerned about product and service quality the most. Therefore, shop atmosphere is one factor that gives weight to choosing a specialty coffee shop. Word of mouth is also one of the most impacts on the customers' intent if WOM comes from close people. On the other hand, Owners are concerned about product and service quality the most. Other factors may not affect the customers' intention if they do well in product and service quality. The results and recommendations would be helpful for specialty coffee shop owners to aim for business success and people interested in consumer intention in specialty coffee consumption.