A study on the influence of consumers' willingness to buy Starbucks

Abstract

The objectives of this study were (1) To identify the factors that influence consumers' willingness to buy Starbucks, (2) To examine the relationship between perceived value, product type, product price and consumer purchase intention, (3) To construct an effective and feasible management framework to promote Starbucks consumers' purchase intention. This quantitative research employed a questionnaire to investigate the factors influencing consumer purchase intentions at Starbucks. The questionnaire was designed, formatted, distributed, and collected electronically, and the data were analyzed using data processing software. This study utilized a simple random sampling method for distributing questionnaires online. According to data from the "Bulletin of Key Data on the Resident Population of Nanchang, 2022", there are 4,453,100 individuals within the working age range of 16-59. Based on the sample calculation formula provided by Yamane (1967), the survey aimed to gather responses from 400 young Nanchang consumers. Major Findings: (1) Perceived value has a significant positive impact on Starbucks' purchase intentions. Social and emotional values within perceived value also play a role in influencing purchase intentions. Perceived quality has a positive effect on perceived value, which subsequently affects purchase intentions, (2) Product type has a significant positive moderating effect on the relationship between perceived value and purchase intentions for Starbucks. Similarly, there is a positive moderating effect of product type on the relationship between social and emotional values and purchase intentions, (3) The extent of the moderating effect of the variable (product price) varies significantly at different levels when perceived value influences purchase intentions.