Factors Affecting Specialty Coffee Beans Subscription Decision-Making in Thailand

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.