Factors Affecting Specialty Coffee Beans Subscription Decision-Making in Thailand
Issued Date
2024-01-01
Resource Type
ISSN
17274915
eISSN
22217630
Scopus ID
2-s2.0-85203437983
Journal Title
Pakistan Journal of Life and Social Sciences
Volume
22
Issue
2
Start Page
1641
End Page
1659
Rights Holder(s)
SCOPUS
Bibliographic Citation
Pakistan Journal of Life and Social Sciences Vol.22 No.2 (2024) , 1641-1659
Suggested Citation
Santigul K., Promsiri T. Factors Affecting Specialty Coffee Beans Subscription Decision-Making in Thailand. Pakistan Journal of Life and Social Sciences Vol.22 No.2 (2024) , 1641-1659. 1659. doi:10.57239/PJLSS-2024-22.2.00114 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/101208
Title
Factors Affecting Specialty Coffee Beans Subscription Decision-Making in Thailand
Author(s)
Author's Affiliation
Corresponding Author(s)
Other Contributor(s)
Abstract
This study investigates the factors influencing consumer decision-making in specialty coffee bean subscriptions, using a quantitative approach. The research focuses on the impact of demographic characteristics, the 4P marketing mix, perceived ease of use, and consumer attitude on subscription choices. The findings reveal that demographic factors, such as age, gender, and income, do not significantly influence subscription decisions. Instead, brand information and trustworthiness have the strongest impact on consumer choices, followed by price and promotion, consumer attitude, service membership conditions, and convenience. Price and promotion emerged as the most significant predictors of consumer decisions, while perceived ease of use—particularly through service conditions and convenience—also plays a crucial role. This study contributes to the literature by filling a gap in understanding how non-demographic factors drive subscription decisions in the specialty coffee market. The results suggest that businesses should focus on creating easy-to-use platforms, offering clear and flexible subscription options, and ensuring that their pricing aligns with the perceived value of the product to enhance consumer satisfaction and loyalty.