Lifestyle Patterns and Marketing Factors Influencing the Intention to Use Café-Hopping Services Among Gen Y and Gen Z Consumers
Article Sidebar
Main Article Content
Abstract
This study aims to examine the lifestyle patterns influencing the intention to use cafe services in the form of cafe hopping among Gen Y and Gen Z consumers, and to investigate the marketing factors affecting their intention to use such services. The researcher has reviewed relevant literatures to further design
a questionnaire as a research tool. The sample group consisted of 400 Gen Y and Gen Z consumers in Bangkok obtained from a simple random sampling method. The data were analyzed by using descriptive statistics, including frequency, percentage, mean, and standard deviation. In addition, the hypothesis testing was conducted by using multiple regression analysis.
The research revealed that lifestyle patterns—such as activities, opinions, and interests—significantly influenced the intention to use cafe hopping services among Gen Y and Gen Z consumers, with a 0.05 statistical significance level. Based on the multiple regression analysis, the correlation coefficient (R) displayed at 0.581, indicating that the model could explain 33.7% of the variance in the dependent variable. Marketing factors such as product, physical characteristics, marketing promotion, location, and process also significantly influenced the intention to use cafe hopping services at a 0.05 statistical significance level. Meanwhile,
the multiple regression analysis revealed a correlation coefficient (R) of 0.713, with an Adjusted R Square of 0.508, suggesting that the model could explain 49.9% of the variance in the dependent variable.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Cochran, W.G. (1953). Sampling Techiques. New York: John Wiley & Sons, Inc.
Christina, K., Leonidas, H., Thomas, F., and Dimitrios, F. (2020). Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism. Sustainability. 12(4770) 1-18. https://doi.org/10.3390/su12114770
Coudounaris, D.N. & Sthapit, E. (2017). Antecedents of Memorable Tourism Experience Related to Behavioral Intentions. Psychology and Marketing. 34(12), 1084-1093. https://doi.org/10.1002/mar.21048
Cronbach, L. J. & Furby, L. (1970). How We Should Measure" Change": Or Should We?. Psychological Bulletin. 74(1), 68. DOI:10.1037/h0029382
Junjinda, J., Wongkantarakorn, J., and Suwannoi, T. (2024). Café Hopping Tourism: The Impact of Memorable Experiences on Recommendations and Return Intentions. Journal of Communication and Management NIDA. 10(1), 1-20.
Kasapa, J., Sriruksa, N., Natee, N., & Lertwiriyaprasith, P. (2023). Behaviour of choosing to use cafe in Sukhumvit, Bangkok for Thai Tourists. Western University Research Journal of Humanities and Social Science, 9(1), 27-40.
Katekomut, P. (2022). Business Plan of Coffee Shop “Three Sis Coffee and Co.” Master Thesis, Mahidol University.
Kotler, P., Keller, K. L., and Ang, S. H. (2018). Marketing management: An Asian perspective. Pearson.
Leeloy, T. (2023). Factors affecting the choice of cafes in the middle of the rice fields. Master Thesis. Bangkok University.
Rovinelli, R. J., and Hambleton, R. K. (1976). On the Use of Content Specialists in the Assessment of Criterion-referenced Test Item Validity. In Paper presented at the Annual Meeting of the American Educational Research Association (60th, San Francisco, California, April 19-23, 1976)
Sammasut, T., Ponpaipan, K., Noonin, K., Pinprasert, P., and Trinkagee, S. (2023). Factors Affecting Café Hopping Behavior of Gen Z Consumers: Case Study of Minimo House Café. Humanities and Social Sciences Journal, Ubon Ratchathani Rajabhat University. 14(2), 480-494.
Sansomedang, P., Thularate, N., and Vimolsophonkitti, P. (2021). The Identity of The Café Hopping in Thailand Through Social Media. Journal of Graduate Studies Valaya Alongkron Rajabhat University. 15(3), 259-271.
Sasithanakornkaew, S., Puangtong, T., Omnok, S., Somsieng, N., Krittayajanlong, C., and Singhahuang, W. (2024). Exposure to Online Reviews and Marketing Mix Factors That Affect Gen Y's Intention to Use Café. Journal of Multidisciplinary in Humanities and Social Sciences. 7(2), 760-771.
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior. (9th ed.). New Jersey: Prentice Hall.
Taweepol, R., & Phasunon, P. (2015). The affecting factors on student’s anxiety in majoring hotel management, Silapakorn University. Thai Science and Technology Journal. 23(5), 720–730.
