Planlı Davranış Kuramı Çerçevesinde Yerel Kahve Deneyiminin Tüketim, Satın Alma ve Tavsiye Etme Niyetine Etkisi (The Impact of Local Coffee Experience on Consumption, Purchase, and Recommendation Intention within the Theory of Planned Behaviour)
DOI:
https://doi.org/10.21325/jotags.2023.1267Keywords:
Local coffee, Intention to coffee consumption, Intention to coffee purchase, Intention to coffee recommendation intention, Theory of planned behaviourAbstract
This study aims to determine the effect of consumers' local coffee experience on consumption, purchase and recommendation intention within the framework of the theory of planned behaviour. The relational survey model and causal research approach are adopted within the framework of the quantitative method. In the study, purposive and convenience sampling techniques, which are non-probability-based sampling methods, are used together. The questionnaire method was used as the data collection technique and the questionnaires were administered by four surveyors between 11.00-20.00 hours between 21 January - 4 February 2023 in the bazaar and university area of Adıyaman Central District within the scope of the distribute-collect technique. Of the 471 questionnaires distributed, 436 were collected (response rate 92.5%) and the analysis was continued with 402 data after removing the outliers. After the validity and reliability of the measurement model were ensured by confirmatory factor analysis, nine hypotheses in the structural model were tested. According to the findings, attitudes perceived behavioural control and, to some extent, subjective norms affect behavioural intentions (consumption, purchase and recommendation) regarding local coffee experience. At the end of the study, theoretical and practical recommendations are presented.
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