You are on page 1of 19

British Food Journal

Effect of product attribute beliefs of ready-to-drink coffee beverages on


consumer-perceived value and repurchase intention
Edward S.-T. Wang Jia-Rong Yu
Article information:
To cite this document:
Edward S.-T. Wang Jia-Rong Yu , (2016)," Effect of product attribute beliefs of ready-to-drink coffee
beverages on consumer-perceived value and repurchase intention ", British Food Journal, Vol. 118
Iss 12 pp. 2963 - 2980
Permanent link to this document:
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

http://dx.doi.org/10.1108/BFJ-03-2016-0128
Downloaded on: 27 February 2017, At: 21:29 (PT)
References: this document contains references to 103 other documents.
To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 432 times since 2016*
Users who downloaded this article also downloaded:
(2016),"Green product purchase intention: impact of green brands, attitude, and knowledge", British
Food Journal, Vol. 118 Iss 12 pp. 2893-2910 http://dx.doi.org/10.1108/BFJ-06-2016-0295
(2003),"Customer repurchase intention: A general structural equation model", European Journal of
Marketing, Vol. 37 Iss 11/12 pp. 1762-1800 http://dx.doi.org/10.1108/03090560310495456

Access to this document was granted through an Emerald subscription provided by emerald-
srm:600462 []
For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald
for Authors service information about how to choose which publication to write for and submission
guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company
manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as
well as providing an extensive range of online products and additional customer resources and
services.
Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the
Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for
digital archive preservation.

*Related content and download information correct at time of download.


The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0007-070X.htm

Effect of product attribute beliefs Effect of


product
of ready-to-drink coffee attribute
beverages on consumer-perceived
value and repurchase intention 2963
Received 28 March 2016
Edward S.-T. Wang and Jia-Rong Yu Revised 11 August 2016
National Chung Hsing University, Taichung, Taiwan Accepted 12 August 2016

Abstract
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

Purpose The purpose of this paper is to explore the effect of the product attribute beliefs of
ready-to-drink (RTD) coffee beverages (i.e. content sensory, packaging and branding, and content
functional attributes) on perceived value (i.e. utilitarian and hedonic value) and repurchase intention.
Design/methodology/approach In the study survey, 401 participants who had purchased RTD
coffee beverages within the previous month were included. Structural equation modelling was
employed to analyse the survey data.
Findings The findings indicate that consumers of RTD coffee beverages form utilitarian and
hedonic value perceptions through content sensory, packaging and branding, and content
functional attribute beliefs. Furthermore, utilitarian value is one of the most crucial determinants of
repurchase intentions. The findings further reveal that whereas content functional attribute beliefs
have a dominant influence on utilitarian value, content sensory attribute beliefs have a greater
influence on hedonic value.
Originality/value The findings of this study can serve as a reference for RTD coffee beverage
companies to develop new products and communication strategies.
Keywords Repurchase intention, Perceived hedonic value, Perceived utilitarian value,
Product attribute beliefs, Ready-to-drink coffee beverage
Paper type Research paper

Introduction
Beverages are consumed by people for the purposes of health and pleasure (Agrawal
et al., 2013). After water, coffee is one of the most popular beverages in the world
(Gaascht et al., 2015). The coffee market, which had a gross value of approximately US
$173.4 billion in 2012 (International Coffee Organisation, 2014), is the worlds second
most valuable commodity market after crude oil (Murray, 2009). The coffee market is a
crucial segment for the food and beverage industry, and coffee consumption has been
increasing consumption levels worldwide (Carvalho et al., 2016). Because the amount of
global coffee consumption has steadily increased annually (Chen and Lee, 2015) and the
global coffee market has become increasingly competitive (Chinappa and Rajashekar,
2012), understanding coffee consumers consumption behaviours is critical.
Previous studies have acknowledged the importance of understanding consumer
responses to food products (Mahon and Cowan, 2004; Silayoi and Speece, 2004); greater
understanding of consumers food shopping behaviours may assist food companies in
predicting consumer behaviour and formulating marketing strategies that are efficient
and effective. Therefore, scholars have focussed on investigating consumer behaviour British Food Journal
towards coffee beverages. For example, some studies have explored the effect of Vol. 118 No. 12, 2016
pp. 2963-2980
consumer characteristics (i.e. culture, gender, and health status) on coffee drinking Emerald Group Publishing Limited
0007-070X
(e.g. Aguirre, 2016). Other researchers have focussed on the factors influencing coffee DOI 10.1108/BFJ-03-2016-0128
BFJ store consumers (Lee and Yeu, 2010; Walz et al., 2012; Huang et al., 2014), fair trade
118,12 coffee consumers (Cailleba and Casteran, 2009; Schollenberg, 2012), and commercial
filter coffee consumers (Carvalho et al., 2016). Other previous studies have investigated
the effect of the marketing communications mix on coffee consumer behaviour,
finding that product attributes have a positive relationship with customer retention
(e.g. Chelliah et al., 2013). Because of the growing trend in convenient beverage
2964 consumption, the market for ready-to-drink (RTD) beverages, which comprises
bottled, canned, and polyethylene terephthalate packaged beverages, has grown
steadily globally (Shinozaki and Harada, 2014). Although empirical studies
research has evidenced the crucial effect of coffee product attributes on customer
retention (Chelliah et al., 2013), little attention has been paid to consumer behaviour
towards RTD coffee beverages.
One of the most critical factors determining consumer purchasing behaviour is
consumer-perceived value (Gupta et al., 2009; Chen and Sun, 2014). Perceived value can
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

be used to predict consumer behaviour, and industries can employ perceived value to
achieve a sustainable competitive advantage (Cronin et al., 2000; Chen and Dubinsky,
2003). Previous studies have also indicated that product attributes serve as value cues
(Gould-Williams, 1999). In other words, product attributes have a crucial influence
consumer-perceived value (Chen and Hu, 2010). Therefore, researchers have suggested
that marketers must determine why consumers purchase certain products by
categorising product attributes by perceived product value (Feng et al., 2014). However,
few previous studies have investigated the effect of product attribute evaluations on
the perceived value of RTD coffee beverages. Despite popular interest, few studies have
investigated which product attributes of RTD coffee beverages affect consumer value
perception. Therefore, the present study investigated three product attributes, namely,
content sensory, packaging and branding, and content functional attributes, to
determine whether and how these attributes influence consumer-perceived value
towards RTD coffee beverages. Moreover, previous studies have suggested that
perceived value could investigate from the perspective of utilitarian and hedonic value
(Babin et al., 1994; Hung et al., 2010). Utilitarian value and hedonic value have different
effects on consumer behaviour (Chaudhuri and Holbrook, 2001). Thus, the present
study explored how the product attributes of RTD coffee beverages affect
consumer-perceived utilitarian and hedonic value. In addition, although a previous
study suggested that not all product attributes are critical for consumers (Becker, 2000),
the current study further investigated the dominant effect of RTD coffee beverage
attribute beliefs on perceived value. Another researcher suggested that managers must
discern which critical product attributes determine consumers value perceptions
(Mohn, 1995). The findings herein may provide useful information for RTD coffee
beverage companies regarding product research and development.

Literature review
Product attributes or cues have been dichotomised as intrinsic-extrinsic attributes
(Olson and Jacoby, 1972; Olson, 1977). Intrinsic product attributes are related to the
physical composition of a product and product consistency (Field et al., 2012). Intrinsic
product attributes represent product-related attributes that cannot be changed or
manipulated without altering the physical product itself (Mndez et al., 2011; Chamhuri
and Batt, 2015). Intrinsic product attributes can also be used to measure product
nutrition, functionality, and performance (Field et al., 2012; Feng et al., 2014). According
to the aforementioned studies, the current study classified intrinsic product attributes
into two types: content sensory attributes (e.g. taste, sugariness, and homogeneity), and Effect of
content functional attributes (e.g. ingredients, thirst-quenching ability, and calorie product
content). By contrast, extrinsic product attributes, are related to physical products but
do not include the properties of the products themselves (Bernus et al., 2003; Field
attribute
et al., 2012). Thus, extrinsic attributes are product-related attributes that are not part of
the physical product itself (Mndez et al., 2011) such as the brand name, packaging
colour, and serving size (Bernus et al., 2003). Thus, in the current study, extrinsic 2965
product attributes focussed on packaging (e.g. colour, size, and graphics) and brand
attributes (e.g. memorable and well known). Consumers tend to consider both intrinsic
and extrinsic product attributes when evaluating product quality (Chao and Rajendran,
1993; Mndez et al., 2011; Kelley et al., 2015). A previous study suggested that when
relevant intrinsic attributes of a product are unavailable, consumers tend to rely on the
products extrinsic attributes (Arboretti and Bordignon, 2016). There is evidence that
consumers more easily recognise and interpret extrinsic attributes than intrinsic
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

attributes (Mndez et al., 2011). Becker (2000) suggested that consumers rely heavily on
extrinsic cues for quality selection and that such cues are the dominant means of
informing consumers on the reliability of quality attributes.
Previous studies have shown that intrinsic and extrinsic product attributes
influence perceived risk (Espejel et al., 2009), satisfaction (Espejel et al., 2007, 2009),
trust (Espejel et al., 2009), loyalty (Fandos and Flavin, 2006; Espejel et al., 2007,
2009), brand equity (Sanyal and Datta, 2011), and purchase intentions (Fandos and
Flavin, 2006) in the context of the protected designation of origin of food product
(Fandos and Flavin, 2006; Espejel et al., 2007, 2009) and generic drugs (Sanyal and
Datta, 2011). Some researchers have also indicated that intrinsic and extrinsic product
attributes affect consumer value perceptions towards high-technology products
(Munnukka and Jrvi, 2012). In that study, consumer-perceived value was measured
using a single construct focussing on perceived value for money, but this failed to fully
explain, or clarify what consumers perceive when evaluating product value.
Perceived value can be divided into utilitarian value and hedonic value (Hung et al.,
2010). Utilitarian value refers to practical and rational evaluations (Chaudhuri and
Holbrook, 2001) and is defined as an overall assessment of value incorporating quality,
convenience, and value-for-money characteristics (Chen and Hu, 2010). However, previous
studies have indicated that utilitarian value is similar to the traditional value construct,
because it depicts the value for money (Chen and Hu, 2010; Chang, 2015). In the present
study, utilitarian value perceptions were therefore considered as price-related, pertaining to
consumer value perceptions of price reasonableness (Lee and Overby, 2004). Utilitarian
value is rooted in instrumental functionality of a food product such as low price (Maehle
et al., 2015). Hu and Chuang (2012) suggested that utilitarian value is related to perceived
monetary value. In other words, utilitarian value is related to a products monetary value
(Chen and Dubinsky, 2003) in determining whether a price is acceptable (Dodds et al., 1991).
By contrast, hedonic value is based on sensory experiences or emotional gratification
related to product consumption (Lee and Goudeau, 2014). Hedonic value is based on the
positive emotional response consumers experience when using a product (Lin and Lu,
2015). Hedonic value perceptions reflect the experiential side of shopping, and are related to
consumer-perceived fun, playfulness, pleasure, and fantasy (Scarpi, 2006). Thus, hedonic
value perceptions concern the potential pleasure that can be derived by using products
(Chaudhuri and Holbrook, 2001; Park, 2004; Song et al., 2012). Utilitarian value can be
conceptualised as price cognition and hedonic value reflects consumers positive affect
response associated with product consumption.
BFJ Hypothesis development
118,12 Effect of the taste attribute beliefs of RTD coffee beverages on consumer-perceived
utilitarian and hedonic value
Content sensory attributes include taste, sugariness, and homogeneity (Sorenson and
Bogue, 2006; Lee and Liao, 2009; Mndez et al., 2011; Routray and Mishra, 2012).
Utilitarian value is defined as the value of a products economic qualities (Park, 2004).
2966 Researchers have indicated that utilitarian value is related to price reasonableness
(Lee and Overby, 2004). Previous studies have indicated that sensory attributes
correlate positively with consumer price expectations (Tomlins et al., 2007; Wang et al.,
2016) and are the dominant determinants of whether the price of wine is perceived as
reasonable (Thrane, 2009). In addition, researchers have suggested that the price that
consumers are willing to pay for food is based on their judgement of the taste
(Rolfe et al., 2006). Researchers have further suggested that gustatory attributes
are among the factors affecting price acceptability (Lecocq and Visser, 2006). Therefore,
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

consumers tend to perceive a price as reasonable when forming favourable product


evaluations and taste perceptions. Hedonic value represents the emotional responses
associated with product or service consumption (Park, 2004; Chaudhuri and Holbrook,
2001; Song et al., 2012). Typically, taste offers immediate gratification (Drichoutis et al.,
2006), and a sweet taste is associated with a hedonic response (Tong et al., 2012).
Previous research has indicated that hedonic value is determined by the taste attributes
of products (Park, 2004, Weafer et al., 2014). The current study therefore proposed the
following hypotheses:
H1. The content sensory attribute beliefs of RTD coffee beverages have a positive
effect on consumer-perceived utilitarian value.
H2. The content sensory attribute beliefs of RTD coffee beverages have a positive
effect on consumer-perceived hedonic value.

Effect of the packaging and branding attribute beliefs of RTD coffee beverages on
consumer-perceived utilitarian and hedonic value
Consumer food preferences are strongly influenced by packaging (Mueller Loose and
Szolnoki, 2012). Packaging and branding attributes include capacity, colour, shape,
typography, and brand name (Sorenson and Bogue, 2006; Lee and Liao, 2009;
Mndez et al., 2011; Wang, 2013). Previous studies have suggested that packaging
affects consumer evaluations and price expectations (van Rompay et al., 2012).
In addition, consumer internal reference price is influenced by a products brand name
(Grewal et al., 1998).
Product packaging and branding conveys the functional, symbolic, and experiential
benefits of products and is one of the most powerful elements in the marketing
communications mix concerning customer satisfaction (Chen, 2014). In other words,
packaging could have emotional value for consumers (Grundey, 2010). Products that
provide consumers with a sense of pleasure are likely to benefit from packaging that is
perceived as attractive (Underwood, 2003). Drawing on this reasoning, the following
hypotheses were proposed:
H3. The packaging and branding attribute beliefs of RTD coffee beverages have a
positive effect on consumer-perceived utilitarian value.
H4. The packaging and branding attribute beliefs of RTD coffee beverages have a
positive effect on consumer-perceived hedonic value.
Effect of the content functional attribute beliefs of RTD coffee beverages on consumer- Effect of
perceived utilitarian and hedonic value product
The content functional attributes of RTD coffee beverages include ingredients,
thirst-quenching ability, oil reduction ability, calorie content, and nutrition (Sorenson
attribute
and Bogue, 2006; Lee and Liao, 2009). Perceived utilitarian value is determined through
evaluating products according to their functional characteristics (Park, 2004; Chuang
et al., 2013). The functional characteristics of beverages, such as their oil reduction 2967
ability and nutrition, may enhance their consumer-perceived utilitarian value. Previous
study has indicated that the perceived functional attributes of food products enhance
their image among consumers and affirm consumers willingness to pay a reasonable
price premium (Krystallis and Chrysochou, 2012). Researchers have suggested that
product ingredients affect consumer price perceptions (McCarthy and Norris, 1999).
Moreover, pleasure is strongly associated with health indicators (Lima et al., 2012).
Because pleasure is also associated with satiation of thirst and the refreshing effect of
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

beverages (Eccles et al., 2013), the following hypotheses were proposed:


H5. The content functional attribute beliefs of RTD coffee beverages have a positive
effect on consumer-perceived utilitarian value.
H6. The content functional attribute beliefs of RTD coffee beverages have a positive
effect on consumer-perceived hedonic value.

Effect of the utilitarian and hedonic value of RTD coffee beverages on consumer
repurchase intention
Repurchase intention refers to consumer willingness to repurchase a particular product
in the future (Fang et al., 2011; Lin et al., 2011). Previous studies have shown that
perceived value significantly influences behavioural intention (Dodds et al., 1991;
Chi et al., 2011; Chang and Tseng, 2013). Other previous studies have suggested that
consumer utilitarian and hedonic value perceptions affect consumers behavioural
intentions (To et al., 2007; Chen and Tsai, 2010; Topaloglu, 2012; Chiu et al., 2014).
Chiu et al. (2014) further indicated that consumer repurchase intentions can be
predicted according to consumer utilitarian and hedonic value perceptions. Therefore,
the following hypotheses were proposed:
H7. Utilitarian value has a positive effect on consumer repurchase intention.
H8. Hedonic value has a positive effect on consumer repurchase intention.
Drawn from this literature review and logical reasoning, Figure 1 shows the research
framework used in this study. The conceptual model reflects the anticipated
relationships among the three product attribute (i.e. content sensory, packaging and
branding, and content functional attributes) beliefs of RTD coffee beverages, perceived
value (i.e. utilitarian and hedonic value), and repurchase intention.

Research methodology
Sample and data collection
Survey questionnaires were distributed at train stations in Taiwan; data were collected
through a self-reported questionnaire. The research conducted in Taiwan because RTD
coffee has the second largest market share in Taiwans RTD beverage market, only
slightly behind bottled water (Su, 2007). Participants were selected through
convenience sampling by approaching people passing several designated locations
BFJ
118,12
1
Content
sensory H1
attribute beliefs
2968 H2 1
Utilitarian H7
value
H3
2
Packaging and 3
branding attribute Repurchase
beliefs intention
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

H4

2 H8
H5 Hedonic
value
3
Content functional H6
attribute beliefs
Figure 1.
Research model

inside train stations. The convenience sampling approach was adopted because of the
difficulty of using probability sampling techniques in public locations. In addition,
although convenience sampling might not be strictly representative of the population,
it may nonetheless be free of any systematic bias (Cui and Adams, 2002).
The convenience sampling approach is therefore an efficient and acceptable
sampling method to adopt for the context of the current study (Carlson and OCass,
2010; Bizri, 2014). Potential participants were approached individually and asked to
participate in an academic study on decision making for RTD coffee beverages. If they
agreed to participate, a filter question (i.e. have you consumed RTD coffee beverages
within the previous month?) was asked to exclude participants who did not belong to
the target sample. Then, participants were asked to provide answers based on their
evaluations of the RTD coffee beverages that they had most recently consumed.
Information on the RTD coffee beverages (i.e. manufacturer brands, product brands,
and flavour) was also collected. Approximately 760 consumers participated in the
interviews; 347 were excluded because they either provided incomplete answers or had
not purchased RTD coffee beverages within the previous month. Thus, 413
questionnaires were collected. After invalid questionnaires were discarded, a total of
401 valid questionnaires remained. Among the participants, 58.1 per cent were women.
Most of the participants were 20-29 years old (58.1 per cent), whereas 28.4 per cent were
aged younger than 20 years, and 8.7 per cent were aged 30-39 years.

Measurements and measures


This study adopted constructs from the literature to ensure the reliability and content
validity of instrument. A seven-point Likert-scale was employed among the study
measurement items, with points ranging from 1 (strongly disagree) to 7 (strongly agree). Effect of
Content sensory attribute beliefs (five items), packaging and branding attribute beliefs product
(eight items), and content functional attribute beliefs (five items) were measured using
scales developed by Sorenson and Bogue (2006), Lee and Liao (2009), Mndez et al. (2011),
attribute
and Routray and Mishra (2012). A three-item scale measuring utilitarian value and a
four-item scale measuring hedonic value were adapted from Song et al. (2012).
A three-item scale was adapted from Dodds et al. (1991) to measure repurchase intention. 2969
Data analysis and results
Validity and reliability test
Table I shows the mean, standard deviation, and correlations among the six variables. The
data obtained in this study were analysed using LISREL 8.7. The maximum likelihood
approach was used for the model estimation. The measurement model was first examined
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

to assess the measurement items. The structural equation model was then analysed to test
the proposed research model and hypotheses. Table I provides an overview of the research
constructs, the associated measurement items, and the estimates of the measurement
model. Confirmatory factor analysis was performed to examine the robustness of all the
items. To assess the convergent validity of all the constructs, standardised coefficients for
each latent variable were evaluated. The coefficients are indicators of the extent to which
the latent variables are measured by the observed variables. As shown in Table I, all the
standardised coefficients were higher than 0.5 and reached the level of statistical
significance (tW1.96) recommended by Martnez and Pina (2010), thus confirming the
convergent validity. Composite reliability (CR) and average variance extracted (AVE) were
calculated for the reliability test. CR indicates whether the items in a measure are a reliable
measurement of the overall construct, whereas AVE indicates how much of the total
variance of the measure items is explained by their respective construct. According to Peng
et al. (2014), CR values should be higher than 0.7, and AVE values should be higher than
0.5. When all the constructs exceed these minimum thresholds, the measurement items are
considered to have a high degree of reliability. AVE can also be used to evaluate
discriminant validity. According to Garcia and Kandemir (2006), discriminant validity is
achieved when the squared correlation of a given construct measure with all the other
construct measures in the model must be less than the AVE of the measure of each
construct. The results obtained in the present study showed that the scales reached the
aforementioned recommended levels (see Tables I and II), indicating that the measurement
items exhibited high discriminant validity.

Hypotheses tests results


This study tested all hypotheses with a structural equation model by using LISREL
version 8.75. In addition to product attribute beliefs (i.e. content sensory, packaging and

Research constructs Mean SD SAB PAB FAB UV HV RI

Content sensory attribute beliefs (SAB) 5.04 0.99 1.00


Packaging and branding beliefs (PAB) 5.16 0.90 0.59 1.00
Content functional attribute beliefs (FAB) 3.63 1.10 0.49 0.36 1.00
Utilitarian value (UV) 4.48 1.19 0.48 0.43 0.49 1.00 Table I.
Hedonic value (HV) 4.40 1.20 0.49 0.45 0.43 0.64 1.00 Research constructs
Repurchase intention (RI) 4.87 1.29 0.52 0.45 0.38 0.68 0.60 1.00 statistics
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

BFJ

2970
118,12

Table II.

scales of the
Summary of the

research constructs
CR AVE
Research constructs Measurement items t-values Mean SD values values

Content sensory attribute The RTD coffee beverage has a pleasant flavour 0.82 19.33 5.08 1.13 0.89 0.63
beliefs The sugariness of the RTD coffee beverage is not excessive 0.74 16.73 4.59 1.42
The taste of the RTD coffee beverages is consistent 0.87 21.33 5.06 1.21
RTD coffee beverages have a pleasant aroma 0.78 17.96 5.30 1.07
The colour of the RTD coffee beverage appears the same as freshly made coffee 0.75 17.09 5.17 1.08
Packaging and branding The colour of the RTD coffee beverage packaging is appealing 0.81 18.98 5.32 1.19 0.89 0.50
attribute beliefs The packaging of the RTD coffee beverage is creatively designed 0.80 18.58 5.12 1.27
The serving size of the RTD coffee beverage is sufficient 0.57 12.04 5.09 1.25
The RTD coffee beverage is easy to carry 0.63 13.51 5.44 1.21
The packaging material of the RTD coffee beverage is textured 0.78 18.18 4.87 1.29
The graphics on the packaging of the RTD coffee beverage are interesting 0.78 18.06 4.86 1.25
The brand name of the RTD coffee beverage is memorable 0.60 12.60 5.16 1.15
The brand of the RTD coffee beverage is well known 0.61 12.84 5.46 1.08
Content functional The ingredients of the RTD coffee beverage are appropriate 0.67 14.37 4.27 1.27 0.88 0.60
attribute beliefs The RTD coffee beverage has thirst-quenching properties 0.77 17.46 3.51 1.35
The RTD coffee beverage has oil reduction properties 0.81 18.76 3.36 1.39
The calorie content of the RTD coffee beverage is suitable 0.81 18.80 3.66 1.34
The RTD coffee beverage has nutritious properties 0.78 17.77 3.35 1.39
Perceived utilitarian value All things considered equal, the RTD coffee beverage is very good value 0.84 20.46 4.51 1.20 0.92 0.81
The RTD coffee beverage is worth the money I pay for it 0.95 25.50 4.55 1.30
I benefit from drinking the RTD coffee beverage 0.90 22.78 4.39 1.33
Perceived hedonic value Drinking the RTD coffee beverage is fun 0.87 21.68 4.46 1.32 0.95 0.82
Drinking the RTD coffee beverage is a joy to me 0.94 25.01 4.45 1.30
Drinking the RTD coffee beverage is enjoyable 0.94 25.01 4.49 1.30
Drinking the RTD coffee beverage is very entertaining 0.88 22.05 4.22 1.26
Repurchase intention The likelihood that I would repurchase the RTD coffee beverage is very high 0.96 25.97 4.87 1.34 0.97 0.91
The likelihood that I will consider repurchasing the RTD coffee beverage is
very high 0.97 26.37 4.87 1.33
My willingness to repurchase the RTD coffee beverage is very high 0.94 24.98 4.87 1.33
branding, and content functional attributes) being used as independent variables, other Effect of
product characteristics considered to affect customer-perceived utilitarian and hedonic product
value, such as manufacturer brand, product brand, and flavour, were included in the
model as control variables. Before the path coefficients of the research model
attribute
were analysed, various statistical measures were employed to test the goodness-of-fit of
the model to the data. All the overall model indices (12/df 1,279.50/426 3.0; root
mean square error of approximation 0.071; normed fit index 0.95; nonnormed fit 2971
index 0.96; comparative fit index 0.97; incremental fit index 0.97; goodness-of-fit
index 0.83; adjusted goodness-of-fit index 0.80) indicated that the proposed model
achieved a good fit.
Regarding the assessment of all hypotheses, Table III shows that all hypotheses
were supported. For H1, H2, H5, H6, and H7, p o 0.001; for H4, p o 0.01; for H3,
p o 0.05. The results indicated that the three product attribute beliefs (i.e. content
sensory, packaging and branding, and content functional attributes) influenced
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

customer-perceived utilitarian and hedonic value, which consequently influenced


repurchase intention. To evaluate the predictive power of the dependent variable,
we also examined the squared multiple correlations, which indicate the amount of
variance explained (R2) by an independent variable. Our analysis revealed that the
three independent variables (i.e. content sensory, packaging and branding, and content
functional attributes beliefs) explained 39 and 38 per cent of the variance in the factors
influencing perceived utilitarian value and perceived hedonic value, respectively.
Furthermore, the perceived utilitarian value and perceived hedonic value explained
51 per cent of the variance in repurchase intentions.

Additional analysis of the dominant effect of RTD coffee beverage attribute beliefs on
perceived value
To examine the influences of the three product attribute beliefs on customer
perceptions of utilitarian and hedonic value, a stepwise multiple regression analysis
was conducted. In the stepwise procedure, the three product attribute beliefs included
in the model. The stepwise procedure was used to examine the significance of product
attribute beliefs and produce a series of increasingly explanatory models with variables
entered on the basis of their ability to improve the model (Duren et al., 2006). The order
in which the variables were entered was determined according to the partial correlation
coefficients, which measure the importance of variables not yet in the model (Williams,
2005). Thus, the stepwise procedure enables the assessment of the differential effects of

Path between Path coefficients

H1: content sensory attribute beliefs perceived utilitarian value 0.26***


H1: content sensory attribute beliefs perceived utilitarian value 0.26***
H2: content sensory attribute beliefs perceived hedonic value 0.32***
H3: packaging and branding beliefs perceived utilitarian value 0.15*
H4: packaging and branding beliefs perceived hedonic value 0.18**
H5: content functional attribute beliefs Perceived utilitarian value 0.34***
H6: content functional attribute beliefs perceived hedonic value 0.24***
H7: perceived utilitarian value repurchase intention 0.54*** Table III.
H8: perceived hedonic value repurchase intention 0.30*** Hypotheses
Notes: ***p o 0.001; **p o0.01; *p o0.05 paths results
BFJ the dependent variables on the independent variables to identify significant factors
118,12 (Kim et al., 2008) and evaluate the significance of the additional explained variance in
each independent variable (Odekerken-Schroder et al., 2000). The study first determined
which product attribute beliefs of RTD coffee beverages had a dominant influence on
customer-perceived utilitarian value. The stepwise procedures resulted in three models.
The first model incorporated content functional attribute beliefs, explaining 24 per cent
2972 of the variance in perceived utilitarian value. The second model incorporated content
sensory attribute beliefs, explaining 32 per cent of this variation (R2). The third model
incorporated packaging and branding attribute beliefs, explaining 34 per cent of the
variation. The results in model 3 further indicated that the effect of content functional
attribute beliefs on perceived utilitarian value ( 0.32, p o 0.001) was greater than
that of other product attribute beliefs, such as content sensory attribute beliefs
( 0.21, p o 0.001) and packaging and branding attributes ( 0.19, p o 0.001).
Among all 18 product attributes, the content functional attribute belief the ingredients
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

of the RTD coffee beverage are appropriate was the most dominant factor in forming
utilitarian value perceptions, explaining 20 per cent of the variance in perceived
utilitarian value.
Then, this study examined which product attribute beliefs of RTD coffee beverages
had a dominant influence on perceived hedonic value. The stepwise procedures resulted
in three further models. The first model incorporated content sensory attribute beliefs,
accounting for approximately 24 per cent of the variance in perceived hedonic value. The
second model, regarding content functional attribute beliefs, explained 29 per cent of the
variance. The third model incorporated packaging and branding attribute beliefs,
explaining 31 per cent of the variance. These results indicated that content sensory
attribute beliefs influenced perceived hedonic value ( 0.26, po0.001) to a greater
degree than did content functional attributes ( 0.23, po0.001) and packaging and
branding attributes ( 0.22, po0.001). The content sensory attribute belief the RTD
coffee beverage has a pleasant flavour was the most dominant factor in forming hedonic
value perceptions among all 18 product attributes, explaining 21.9 per cent of the
variance in perceived utilitarian value.

Discussion
This paper presents insights into RTD coffee beverages and provides evidence that
product attribute beliefs affect consumer-perceived value. This paper further evidences
the relationships among the product attribute beliefs of RTD coffee beverages
(i.e. content sensory, packaging and branding, and content functional attributes),
consumer-perceived utilitarian and hedonic value, and consumer repurchase intentions.
The findings show that content sensory, packaging and branding, and content
functional attribute beliefs affect consumer utilitarian and hedonic value perceptions,
which in turn determine consumer repurchase intentions. In addition, whereas content
functional attribute beliefs have a dominant effect on consumer-perceived utilitarian
value, content sensory attribute beliefs are more crucial in the formation of consumer-
perceived hedonic value.

Theoretical implications and practical implications


A significant contribution of this paper is the evidence supporting the influence of RTD
coffee beverage product attributes on consumer-perceived utilitarian and hedonic value
and repurchase intentions. This paper provides crucial information for investigating
how these product attributes could influence consumer-perceived utilitarian and Effect of
hedonic value. Theoretically, this paper is based on academic literature concerning product
consumer behaviour and other related topics, and proposes a causal model comprising
the product attributes of RTD coffee beverages, consumer-perceived utilitarian and
attribute
hedonic value, and consumer repurchase intentions. Despite a previous study
suggesting that retail store attributes (i.e. assortment, product value, physical aspects,
personal interaction, and accessibility) differ in how they affect utilitarian and hedonic 2973
shopping value (Olsen and Skallerud, 2011), no prior study has explored how product
attributes affect consumer-perceived utilitarian and hedonic value. Therefore, the
present study contributes to the literature by aligning work on product attribute beliefs
and value perceptions. In addition, despite other previous studies suggesting that
coffee product attributes correlate positively with customer retention (e.g. Chelliah
et al., 2013), little attention has been given to predictive relationships between the
product attributes of RTD coffee beverages and consumer-perceived utilitarian and
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

hedonic value. The current exploratory study provides preliminary evidence


supporting the assertion that the product attributes of RTD coffee beverages
reinforce consumers utilitarian and hedonic value perceptions, which consequently
influence their repurchase intentions. Further analysis shows that perceived utilitarian
value is predominantly driven by functional attribute beliefs, whereas perceived
hedonic value is dominated by content sensory attribute beliefs. This is a critical
finding because it reveals a new stream of research for promoting a rigorous approach
to understanding how and which product attribute beliefs affect different consumer
value perceptions.
This research has critical implications for RTD coffee beverage companies.
This paper explains the effects of product attribute beliefs on consumer value
perceptions and motivations in repurchasing RTD coffee beverages. The research
findings show that utilitarian and hedonic value perceptions are critical factors for
companies in retaining RTD coffee beverages consumers (R2 51 per cent). RTD
coffee beverage companies may need to maintain consumers through managed
value-building marketing strategies based on both utilitarian and hedonic value
perspectives. In particular, according to the research findings, RTD coffee beverage
companies must understand the role of the product attributes of RTD
coffee beverages, and their influence on the utilitarian and hedonic value
perceptions of targeted consumers. The findings further indicate that enhancing
the content functional, packaging and branding, and content sensory attributes of
RTD beverages is a critical method for generating consumer utilitarian and hedonic
value perceptions. For instance, beliefs regarding the ingredients of an RTD coffee
beverage are a dominant factor in forming consumer utilitarian value perceptions; to
attract consumers, RTD coffee beverage companies should therefore using high-
quality ingredients, and list them on the product label to promote the economic and
functional benefits of consuming their products. In addition, pleasant flavour beliefs
are a significant factor in making consumer experiences enjoyable. RTD coffee
beverage marketers should using taste-testing teams for consumers to try all of their
flavours to develop RTD coffee beverages with a pleasant flavour. In summary, RTD
coffee beverage companies can enhance consumer repurchase intentions towards
their products through formulating appropriate appeals pertaining to their product,
focussing on the content functional, packaging and branding, and content sensory
attributes in marketing communications to induce utilitarian and hedonic value
perceptions in consumers.
BFJ Limitations and future research
118,12 Despite the contributions of this study, several limitations and caveats should be
considered when interpreting the results. First, the use of a convenience sample presents
constraints in that the findings may not be representative of the entire study population.
To provide evidence of generalisability, further research is needed to replicate the
findings in a quota sample. Second, this study investigated the antecedents from a
2974 product attribute perspective. Future studies should consider examining other possible
antecedents of value perceptions. For instance, researchers have suggested that
expending time and energy influence hedonic and utilitarian value perceptions (Kelly and
Kim, 2012). Therefore, future research could extend the model of the present study to
investigate additional antecedents of hedonic or utilitarian value perceptions such as
shopping convenience perceptions. Third, previous studies have indicated that consumer
traits affect food consumption behaviour, and that consumer familiarity and experience
with a food product influence their product loyalty (Carmina and Blanco, 2011). In
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

addition, food choice is generally influenced by social interactions and the physical
environment (Altintzoglou et al., 2016). Therefore, individual characteristics and
conditional factors can be included in the proposed hypotheses as moderators.
Fourth, because this study adopted content sensory, packaging and branding, and
content functional attributes to examine product attributes, future studies might benefit
from exploring a more diverse range of product attributes. For instance, previous studies
(e.g. Mueller et al., 2010), proposed two types of product attribute: visual and verbal
packaging attributes. Because research on the downstream effects of different types of
product attributes is lacking, a more thorough investigation of the various types of product
attributes is needed. Further research should apply a multidimensional product attribute
model to obtain insight into how these types of product attributes influence consumer
value perceptions. Fifth, although the coffee shop market in Asia has exhibited rapid
growth, our survey focussed only on the product attributes of RTD coffee beverages.
Future research could therefore explore the product attributes of specialty coffee beverages
in high-quality coffee shops. Because of the increase in purchases of coffee beverages from
specific marketing channels, competition to retain coffee beverage consumers has
intensified; thus, it is imperative for marketers to develop a more robust understanding of
the antecedents of value creation and their influence on coffee beverage consumer
behaviour. Elucidating the influence of these factors on value perceptions and repurchase
intentions will enable coffee beverages companies to effectively address this concern.

References
Agrawal, G.K., Timperio, A.M., Zolla, L., Bansal, V., Shukla, R. and Rakwal, R. (2013), Biomarker
discovery and applications for foods and beverages: proteomics to nanoproteomics,
Journal of Proteomics, Vol. 93 No. 1, pp. 74-92.
Aguirre, J. (2016), Culture, health, gender and coffee drinking: a Costa Rican perspective, British
Food Journal, Vol. 118 No. 1, pp. 150-163.
Altintzoglou, T., Heide, M. and Borch, T. (2016), Food souvenirs: buying behaviour of tourists in
Norway, British Food Journal, Vol. 118 No. 1, pp. 119-131.
Arboretti, R. and Bordignon, P. (2016), Consumer preferences in food packaging: CUB models
and conjoint analysis, British Food Journal, Vol. 118 No. 3, pp. 527-540.
Babin, B.J., Darden, W.R. and Griffin, M. (1994), Work and/or fun: measuring hedonic and
utilitarian shopping, Journal of Consumer Research, Vol. 20 No. 4, pp. 644-656.
Becker, T. (2000), Consumer perception of fresh meat quality: a framework for analysis, British Effect of
Food Journal, Vol. 102 No. 3, pp. 158-176.
product
Bernus, A., Olaizola, A. and Corcoran, K. (2003), Extrinsic attributes of red meat as indicators of attribute
quality in Europe: an application for market segmentation, Food Quality & Preference,
Vol. 14 No. 4, pp. 265-276.
Bizri, R.M. (2014), A study of Islamic banks in the non-GCC MENA region: evidence from
Lebanon, The International Journal of Bank Marketing, Vol. 32 No. 2, pp. 130-149. 2975
Cailleba, P. and Casteran, H. (2009), A quantitative study on the fair trade coffee consumer,
Journal of Applied Business Research, Vol. 25 No. 6, pp. 31-46.
Carlson, J. and OCass, A. (2010), Exploring the relationships between e-service quality,
satisfaction, attitudes and behaviours in content-driven e-service web sites, The Journal of
Services Marketing, Vol. 24 No. 2, pp. 112-127.
Carmina, F.H. and Blanco, C.F. (2011), Consequences of consumer trust in PDO food products: the
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

role of familiarity, The Journal of Product and Brand Management, Vol. 20 No. 4, pp. 282-296.
Carvalho, J.M., Paiva, E.L. and Vieira, L.M. (2016), Quality attributes of a high specification
product, British Food Journal, Vol. 118 No. 1, pp. 132-149.
Chamhuri, N. and Batt, P.J. (2015), Consumer perceptions of food quality in Malaysia, British
Food Journal, Vol. 117 No. 3, pp. 1168-1187.
Chang, E. and Tseng, Y. (2013), Research note: e-store image, perceived value and perceived
risk, Journal of Business Research, Vol. 66 No. 7, pp. 864-870.
Chang, K. (2015), How travel agency reputation creates recommendation behavior, Industrial
Management & Data Systems, Vol. 115 No. 2, pp. 332-252.
Chao, P. and Rajendran, K.N. (1993), Consumer profiles and perceptions: country-of-origin
effects, International Marketing Review, Vol. 10 No. 2, pp. 22-39.
Chaudhuri, A. and Holbrook, M.B. (2001), The chain of effects from brand trust and brand affect to
brand performance: the role of brand loyalty, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Chelliah, S., Kwon, C.K., Annamalah, S. and Munusamy, J. (2013), Does marketing mix still
relevant? A study on herbal coffee in Malaysia, International Journal of Management and
Innovation, Vol. 5 No. 1, pp. 31-45.
Chen, H. and Sun, T.-H. (2014), Clarifying the impact of product scarcity and perceived
uniqueness in buyers purchase behavior of games of limited-amount version, Asia Pacific
Journal of Marketing and Logistics, Vol. 26 No. 2, pp. 232-249.
Chen, H. and Tsai, P. (2010), Study on influences of characteristic of luxury goods, impulsive
characteristic and vanity on purchase intention of luxury goods, Xing Xiao Ping Lun,
Vol. 7 No. 4, pp. 447-470.
Chen, J.C. (2014), The impact of nostalgic emotions on consumer satisfaction with packaging
design, Journal of Business and Retail Management Research, Vol. 8 No. 2, pp. 71-79.
Chen, M. and Lee, C. (2015), The impacts of green claims on coffee consumers purchase
intention, British Food Journal, Vol. 117 No. 1, pp. 195-209.
Chen, P.T. and Hu, H.H. (2010), How determinant attributes of service quality influence
customer-perceived value, International Journal of Contemporary Hospitality
Management, Vol. 22 No. 4, pp. 535-551.
Chen, Z. and Dubinsky, A.J. (2003), A conceptual model of perceived customer value in
e-commerce: a preliminary investigation, Psychology & Marketing, Vol. 20 No. 4, pp. 323-347.
Chi, H., Yeh, H.R. and Tsai, Y.C. (2011), The influences of perceived value on consumer purchase
intention: the moderating effect of advertising endorser, Journal of International
Management Studies, Vol. 6 No. 1, pp. 1-6.
BFJ Chinappa, R.K. and Rajashekar, H. (2012), Export performance: Indian coffee, SCMS Journal of
Indian Management, Vol. 9 No. 4, pp. 46-54.
118,12
Chiu, C., Wang, E.T.G., Fang, Y. and Huang, H. (2014), Understanding customers repeat
purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and
perceived risk, Information Systems Journal, Vol. 24 No. 1, pp. 85-114.
Chuang, F., Lee, L. and Li, L. (2013), Canonical correlation analysis examining the relationship
2976 between consumption experience and experiential value, Journal of International
Management Studies, Vol. 8 No. 2, pp. 95-102.
Cronin, J.J., Brady, M.K. and Hult, G.T. (2000), Assessing the effects of quality, value, and
customer satisfaction on consumer behavioral intentions in service environments, Journal
of Retailing, Vol. 76 No. 2, pp. 193-218.
Cui, C.C. and Adams, E.I. (2002), National identity and NATID: an assessment in Yemen,
International Marketing Review, Vol. 19 No. 6, pp. 637-662.
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), Effects of price, brand, and store information
on buyers product evaluations, Journal of Marketing Research, Vol. 28 No. 3, pp. 307-319.
Drichoutis, A.C., Lazaridis, P. and Rodolfo Nayga, M. Jr (2006), Consumers use of nutritional
labels: a review of research studies and issues, Academy of Marketing Science Review,
Vol. 10 No. 9, pp. 1-22.
Duren, D.L., Sherwood, R.J., Chumlea, W.C., Siervogel, R.M. and Towne, B. (2006), Radiographic
joint space of the knee in healthy young adults, Human Biology, Vol. 78 No. 3, pp. 353-364.
Eccles, R., Du-Plessis, L., Dommels, Y. and Wilkinson, J.E. (2013), Cold pleasure. Why we like ice
drinks, ice-lollies and ice cream, Appetite, Vol. 71 No. 1, pp. 357-360.
Espejel, J., Fandos, C. and Flavin, C. (2007), The role of intrinsic and extrinsic quality attributes
on consumer behaviour for traditional food products, Managing Service Quality, Vol. 17
No. 6, pp. 681-701.
Espejel, J., Fandos, C. and Flavin, C. (2009), The influence of consumer involvement on quality
signals perception, British Food Journal, Vol. 111 No. 11, pp. 1212-1236.
Fandos, C. and Flavin, C. (2006), Intrinsic and extrinsic quality attributes, loyalty and buying
intention: an analysis for a PDO product, British Food Journal, Vol. 108 No. 8, pp. 646-662.
Fang, Y.-H., Chiu, C.-M. and Wang, E.T.G. (2011), Understanding customers satisfaction and
repurchase intentions, Internet Research, Vol. 21 No. 4, pp. 479-503.
Feng, J.Y., Wang, X., Zetian, F. and Weisong, M. (2014), Assessment of consumers perception
and cognition toward table grape consumption in China, British Food Journal, Vol. 116
No. 4, pp. 611-628.
Field, J.R., Bergiel, B.J., Giesen, J.M. and Fields, C.L. (2012), Branding: perceptual effects on
consumer evaluations, Competitiveness Review, Vol. 22 No. 3, pp. 251-260.
Gaascht, F., Dicato, M. and Diederich, M. (2015), Coffee provides a natural multitarget
pharmacopeia against the hallmarks of cancer, Genes & Nutrition, Vol. 10 No. 6, pp. 51-67.
Garcia, R. and Kandemir, D. (2006), An illustration of modeling moderating variables in cross-
national studies, International Marketing Review, Vol. 23 No. 4, pp. 371-389.
Gould-Williams, J. (1999), The impact of employee performance cues on guest loyalty, perceived
value and service quality, The Service Industries Journal, Vol. 19 No. 3, pp. 97-118.
Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998), The effect of store name, brand name and
price discounts on consumers evaluations and purchase intentions, Journal of Retailing,
Vol. 74 No. 3, pp. 331-352.
Grundey, D. (2010), Functionality of product packaging: surveying consumers attitude towards
selected cosmetic brands, Economics & Sociology, Vol. 3 No. 1, pp. 87-103.
Gupta, S., Jain, K. and Jain, D. (2009), Customer retention strategies for organized retailers in Effect of
semi-urban markets, IUP Journal of Marketing Management, Vol. 8 No. 2, pp. 23-37.
product
Hu, F. and Chuang, C.C. (2012), A study of the relationship between the value perception and attribute
loyalty intention toward an e-retailer website, Journal of Internet Banking and Commerce,
Vol. 17 No. 1, pp. 1-18.
Huang, H., Chang, Y., Yeh, C. and Liao, C. (2014), Promote the price promotion,
International Journal of Contemporary Hospitality Management, Vol. 26 No. 7, 2977
pp. 1065-1082.
Hung, W.T., Tsang, S.S. and Liu, H.Y. (2010), Website characteristics and the impact of user
perceived value on user behavior in Web 2.0, Academy of Information and Management
Sciences Journal, Vol. 13 No. 1, pp. 1-18.
International Coffee Organisation (2014), World coffee trade (1963-2013): a review of the markets,
challenges and opportunities facing the sector, International Coffee Council, 112 Session,
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

London, 3-7 March, available at: www.ico.org/news/icc-111-5-r1e-world-coffee- outlook.pdf


(accessed 11 August 2016).
Kelley, K., Hyde, J. and Bruwer, J. (2015), US wine consumer preferences for bottle
characteristics, back label extrinsic cues and wine composition, Asia Pacific Journal of
Marketing and Logistics, Vol. 27 No. 4, pp. 516-534.
Kelly, G.A. and Kim, Y.-K. (2012), Smart shopping: conceptualization and measurement,
International Journal of Retail & Distribution Management, Vol. 40 No. 5, pp. 360-375.
Kim, H., Rhee, E.-Y. and Yee, Y. (2008), Comparing fashion process networks and friendship
networks in small groups of adolescents, Journal of Fashion Marketing and Management,
Vol. 12 No. 4, pp. 545-564.
Krystallis, A. and Chrysochou, P. (2012), Do health claims and prior awareness influence
consumers preferences for unhealthy foods? The case of functional childrens snacks,
Agribusiness, Vol. 28 No. 1, pp. 86-102.
Lecocq, S. and Visser, M. (2006), What determines wine prices: objective vs sensory
characteristics, Journal of Wine Economics, Vol. 1 No. 1, pp. 42-56.
Lee, C. and Liao, C. (2009), The effects of consumer preferences and perceptions of
Chinese tea beverages on brand positioning strategies, British Food Journal, Vol. 111
No. 1, pp. 80-96.
Lee, E.J. and Overby, J.W. (2004), Creating value for online shoppers: implications for satisfaction
and loyalty, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior,
Vol. 17 No. 1, pp. 54-67.
Lee, H. and Goudeau, C. (2014), Consumers beliefs, attitudes, and loyalty in purchasing organic
foods, British Food Journal, Vol. 116 No. 6, pp. 918-930.
Lee, H.S. and Yeu, M.S. (2010), Factors influencing the intention to redeem coffee
shop coupons in Korea, International Journal of Business and Management, Vol. 5
No. 7, pp. 92-98.
Lima, M.G., de Barros, M.B.A. and Alves, M.C. (2012), Happiness in the elderly: an
epidemiological approach in the ISA-camp 2008 study, Cadernos De Sade Pblica, Vol. 28
No. 12, pp. 2280-2292.
Lin, H.-H., Wang, Y.-S. and Chang, L.-K. (2011), Consumer responses to online retailers service
recovery after a service failure, Managing Service Quality, Vol. 21 No. 5, pp. 511-534.
Lin, K. and Lu, H. (2015), Predicting mobile social network acceptance based on mobile value and
social influence, Internet Research, Vol. 25 No. 1, pp. 107-130.
McCarthy, M.S. and Norris, D.G. (1999), Improving competitive position using branded
ingredients, The Journal of Product and Brand Management, Vol. 8 No. 4, pp. 267-285.
BFJ Maehle, N., Iversen, N., Hem, L. and Otnes, C. (2015), Exploring consumer preferences
for hedonic and utilitarian food attributes, British Food Journal, Vol. 117 No. 12,
118,12 pp. 3039-3063.
Mahon, D. and Cowan, C. (2004), Irish consumers perception of food safety risk in minced beef,
British Food Journal, Vol. 106 No. 4, pp. 301-312.
Martnez, E. and Pina, J.M. (2010), Consumer responses to brand extensions: a comprehensive
2978 model, European Journal of Marketing, Vol. 44 No. 7, pp. 1182-1205.
Mndez, J.L., Oubia, J. and Rubio, N. (2011), The relative importance of brand-packaging,
price and taste in affecting brand preferences, British Food Journal, Vol. 113 No. 10,
pp. 1229-1251.
Mohn, N.C. (1995), Pricing research for decision making, Marketing Research, Vol. 7 No. 1, pp. 11-19.
Mueller Loose, S. and Szolnoki, G. (2012), Market price differentials for food packaging
characteristics, Food Quality and Preference, Vol. 25 No. 2, pp. 171-182.
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

Mueller, S., Lockshin, L. and Louviere, J.J. (2010), What you see may not be what you get: asking
consumers what matters may not reflect what they choose, Marketing Letters, Vol. 21
No. 4, pp. 335-350.
Munnukka, J. and Jrvi, P. (2012), The price-category effect and the formation of customer
value of high-tech products, The Journal of Consumer Marketing, Vol. 29 No. 4,
pp. 293-301.
Murray, R. (2009), Highlights from alternative investment news, The Journal of Alternative
Investments, Vol. 11 No. 4, pp. 102-106.
Odekerken-Schroder, G., van Birgelen, M., Lemmink, J., de Ruyter, K. and Wetzels, M. (2000),
Moments of sorrow and joy an empirical assessment of the complementary value of
critical incidents in understanding customer service evaluations, European Journal of
Marketing, Vol. 34 No. 1, pp. 107-125.
Olsen, S.O. and Skallerud, K. (2011), Retail attributes differential effects on utilitarian versus
hedonic shopping value, The Journal of Consumer Marketing, Vol. 28 No. 7,
pp. 532-539.
Olson, J.C. (1977), Price as an information cue: effects in product evaluations, in Woodside, A.G.,
Sheth, J.N. and Bennet, P.D. (Eds), Consumer and Industrial Buying Behavior, North-Holland
Publishing Company, New York, NY, pp. 267-286.
Olson, J.C. and Jacoby, J. (1972), Cue utilization in the quality perception process, in Venkatesan, M.
(Ed.), SV Proceedings of the Third Annual Conference of the Association for Consumer
Research, Association for Consumer Research, Chicago, IL, pp. 167-179.
Park, C.H. (2004), Efficient or enjoyable? Consumer values of eating-out and fast food restaurant
consumption in Korea, Hospitality Management, Vol. 23 No. 2, pp. 87-94.
Peng, G., Trienekens, J., Omta, S.W.F. and Wang, W. (2014), Configuration of inter-
organizational information exchange and the differences between buyers and sellers,
British Food Journal, Vol. 116 No. 2, pp. 292-316.
Rolfe, J., Bretherton, P., Hyland, P. and Soosay, C. (2006), Statistical techniques to facilitate the
launch price of fresh fruit: bringing science to the art of pricing, British Food Journal,
Vol. 108 No. 2, pp. 200-212.
Routray, W. and Mishra, H.N. (2012), Sensory evaluation of different drinks formulated from
dahi (Indian yogurt) powder using fuzzy logic, Journal of Food Processing and
Preservation, Vol. 36 No. 1, pp. 1-10.
Sanyal, S.N. and Datta, S.K. (2011), The effect of perceived quality on brand equity: an empirical study
on generic drugs, Asia Pacific Journal of Marketing and Logistics, Vol. 23 No. 5, pp. 604-625.
Scarpi, D. (2006), Fashion stores between fun and usefulness, Journal of Fashion Marketing and Effect of
Management, Vol. 10 No. 1, pp. 7-24.
product
Schollenberg, L. (2012), Estimating the hedonic price for fair trade coffee in Sweden, British attribute
Food Journal, Vol. 114 No. 3, pp. 428-446.
Shinozaki, Y. and Harada, Y. (2014), Rapid detection of bacteria in green tea using a novel
pretreatment method in a bioluminescence assay, Journal of Food Protection, Vol. 77 No. 6,
pp. 941-947. 2979
Silayoi, P. and Speece, M. (2004), Packaging and purchase decisions: an exploratory study on the
impact of involvement level and time pressure, British Food Journal, Vol. 106 No. 8, pp. 607-628.
Song, P., Zhang, C. and Xu, H. (2012), How to exploit the user base for online products: a product
integration perspective, Journal of Electronic Commerce Research, Vol. 13 No. 4,
pp. 356-372.
Sorenson, D. and Bogue, J. (2006), Modelling soft drink purchasers preferences for stimulant
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

beverages, International Journal of Food Science & Technology, Vol. 41 No. 6,


pp. 704-711.
Su, S.-W. (2007), Tea or coffee: a study of the beverage choice pattern and its affecting factors at
teatime in Kaohsiung, Taiwan, Asia Pacific Management Review, Vol. 12 No. 4, pp. 245-257.
Thrane, C. (2009), Explaining variation in wine prices: the battle between objective and sensory
attributes revisited, Applied Economics Letters, Vol. 16 No. 13, pp. 1383-1386.
To, P., Liao, C. and Lin, T. (2007), Shopping motivations on internet: a study based on utilitarian
and hedonic value, Technovation, Vol. 27 No. 12, pp. 774-787.
Tomlins, K., Manful, J., Gayin, J., Kudjawu, B. and Tamakloe, I. (2007), Study of sensory
evaluation, consumer acceptability, affordability and market price of rice, Journal of the
Science of Food and Agriculture, Vol. 87 No. 8, pp. 1564-1575.
Tong, D.Y.K., Tong, X.F. and Yin, E. (2012), Young consumers views of infused soft drinks
innovation, Young Consumers, Vol. 13 No. 4, pp. 392-406.
Topaloglu, C. (2012), Consumer motivation and concern factors for online shopping in Turkey,
Asian Academy of Management Journal, Vol. 17 No. 2, pp. 1-19.
Underwood, R.L. (2003), The communicative power of product packaging: creating brand
identity via lived and mediated experience, Journal of Marketing Theory and Practice,
Vol. 11 No. 1, pp. 62-76.
van Rompay, T.J.L., de Vries, P.W., Bontekoe, F. and Tanja-Dijkstra, K. (2012), Embodied product
perception: effects of verticality cues in advertising and packaging design on consumer
impressions and price expectations, Psychology & Marketing, Vol. 29 No. 12, pp. 919-928.
Walz, A.M., Celuch, K. and Robinson, N.G. (2012), I will have no other! the role of
communication and trust in driving exclusive behavior, Journal of Consumer Satisfaction,
Dissatisfaction and Complaining Behavior, Vol. 26 No. 1, pp. 80-95.
Wang, E.S.T. (2013), The influence of visual packaging design on perceived food product
quality, value, and brand preference, International Journal of Retail & Distribution
Management, Vol. 41 No. 10, pp. 805-816.
Wang, J., Capone, D.L., Wilkinson, K.L. and Jeffery, D.W. (2016), Ros wine volatile composition
and the preferences of Chinese wine professionals, Food Chemistry, Vol. 202 No. 1,
pp. 507-517.
Weafer, J., Burkhardt, A. and de Wit, H. (2014), Sweet taste liking is associated with impulsive
behaviors in humans, Frontiers in Behavioral Neuroscience, Vol. 8 No. 1, pp. 1-6.
Williams, T.P. (2005), Bidding ratios to predict highway project costs, Engineering,
Construction and Architectural Management, Vol. 12 No. 1, pp. 38-51.
BFJ Further reading
118,12 Huang, C., Tsai, K. and Chen, Y. (2015), How do wet markets still survive in Taiwan?,
British Food Journal, Vol. 117 No. 1, pp. 234-256.
Sayeed, M.S., Whittaker, A.D. and Kehtarnavaz, N.D. (1995), Snack quality evaluation method
based on image features and neural network prediction, Transactions of the ASAE,
Vol. 38 No. 4, pp. 1239-1245.
2980 Wang, E.S.-T., Chen, L.S.-L. and Tsai, B.-K. (2012), Investigating member commitment to
virtual communities using an integrated perspective, Internet Research, Vol. 22 No. 2,
pp. 199-210.

Corresponding author
Edward S.-T. Wang can be contacted at: shihtse.wang@msa.hinet.net
Downloaded by Universitas Brawijaya At 21:29 27 February 2017 (PT)

For instructions on how to order reprints of this article, please visit our website:
www.emeraldgrouppublishing.com/licensing/reprints.htm
Or contact us for further details: permissions@emeraldinsight.com

You might also like