Coffee shop visiting during the pandemic: moderating effects of process and physical evidence Online publication date: Mon, 31-Oct-2022
by Hiroko Oe; Yasuyuki Yamaoka; Krittin Buasin
Global Business and Economics Review (GBER), Vol. 27, No. 4, 2022
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.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the Global Business and Economics Review (GBER):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook