중국 스페셜티 커피원두 선택속성과 구매의도에 관한 연구 －관여도의 조절효과를 중심으로－

Abstract

With China’s rapid economic development and the diversification of consumption patterns, the specialty coffee market has emerged as a major growth sector reflecting consumers’ pursuit of quality, individuality, and experiential value. This study aims to empirically examine the factors influencing consumers’ purchase intention for specialty coffee beans by focusing on the effects of product attributes, demographic characteristics, and consumer involvement. A survey of 470 Chinese consumers was conducted, and the collected data were analyzed using hierarchical regression in three stages. In the first stage, sensory characteristics, quality, consistency, price, variety, trends, and curiosity were found to have significant positive effects on purchase intention, while brand was not significant. In the second stage, consumer involvement showed a significant positive direct effect, enhancing the explanatory power of the model. In the third stage, the interaction terms between price×involvement and brand×involvement were significant, confirming the moderating effect of involvement. The results indicate that the specialty coffee beans consumption pattern in China is shifting from functional to experiential and symbolic consumption. Demographic factors such as gender, income, and city tier were also found to have partial but limited influence compared with product attributes. These findings highlight that psychological involvement strengthens the relationship between perceived product value and purchase intention. This study contributes to the literature by providing empirical evidence on how consumer involvement shapes coffee beans consumption behavior. Practically, it suggests that coffee brands should focus on enhancing sensory quality, consistency, and emotional storytelling while differentiating marketing strategies based on involvement levels. Strengthening perceived authenticity and brand trust can help specialty coffee beans brands improve competitiveness and foster sustainable consumer loyalty.