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ISSN : 1738-3110

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Vol.20 No.5
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Predicting Consumers' Repurchase Intention of Ready-to-Drink Coffee: A Supply Chain from Thai Producers to Retailers

Predicting Consumers’ Repurchase Intention of Ready-to-Drink Coffee: A Supply Chain from Thai Producers to Retailers

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2022, v.20 no.5, pp.105-117
https://doi.org/https://doi.org/10.15722/jds.20.05.202205.105
PUTITHANARAK, Naruecha (Graduate School of Business and Advanced Technology Management, Assumption University)
KLONGTHONG, Worasak (Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University)
THAVORN, Jakkrit (Technopreneurship and Innovation Management Program, Graduate School, Chulalongkorn University)
NGAMKROECKJOTI, Chittipa (Graduate School of Business and Advanced Technology Management, Assumption University)
PUTITHANARAK, Naruecha, KLONGTHONG, Worasak, THAVORN, Jakkrit, & NGAMKROECKJOTI, Chittipa. (2022). Predicting Consumers' Repurchase Intention of Ready-to-Drink Coffee: A Supply Chain from Thai Producers to Retailers. The Journal of Distribution Science(JDS), 20(5), 105-117, https://doi.org/https://doi.org/10.15722/jds.20.05.202205.105
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Abstract

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

keywords
Theory of Planned Behavior, Content Sensory Attribute Beliefs, Perceived Utilitarian Value, Price Signaling, Behavioral Reintention, Ready-to-Drink Coffee, CoffeeChains, Distribution Channels, Retail Stores, Coffee Shops

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