The Antecedents of Coffee Satisfaction by Lifestyle Segments for Korean and Chinese University Students in Korea

Hye-Kyung Chung; Hye-Young Kim; Hae-Young Lee

doi:10.14253/kjcn.2011.16.6.782

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Chung, Kim, and Lee: The Antecedents of Coffee Satisfaction by Lifestyle Segments for Korean and Chinese University Students in Korea

Original Article

Korean J Community Nutr 2011;16(6):782-793.

Published online: 18 January 2011

DOI: https://doi.org/10.14253/kjcn.2011.16.6.782

The Antecedents of Coffee Satisfaction by Lifestyle Segments for Korean and Chinese University Students in Korea

Hye-Kyung Chung, Hye-Young Kim¹⁾, Hae-Young Lee^†,²⁾

Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine, Seoul, Korea

¹⁾Graduate School of Education, The Catholic University of Korea, Bucheon, Korea

²⁾Department of Food and Nutrition, Sangji University, Wonju, Korea

^†Corresponding author: Hae-Young Lee, Department of Food and Nutrition, Sangji University, 660 Woosan-dong, Wonju 220-702, Korea Tel: (033) 730-0492, Fax: (033) 738-7740 E-mail: hy1317@sangji.ac.kr

This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/3.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The purposes of this study were to classify university students by their lifestyle and to investigate the relationships between lifestyle and coffee satisfaction. The survey had been undertaken for 360 Korean and Chinese university students in Daejeon from November to December 2009. A total of 242 usable questionnaires were received with 67.2% response rate. The statistical analysis was performed by the SPSS 18.0 package program. Lifestyles of subjects, based on AIO (Activities, Interests, Opinions) method and factor analysis, were segmented into 2 groups of “outgoing activity” (n = 137) and “introverted devotion” (n = 105). “Outgoing activity” group exhibited highly health-oriented (p < 0.001) and convenience-oriented (p < 0.001) characteristics, but “introverted devotion” group showed highly goal-oriented (p < 0.01) and safety-oriented (p < 0.01) features. Comparing to “introverted devotion” group, “outgoing activity” group showed higher intake of coffee (p < 0.01) and more expense for beverage (p < 0.01). Three factors were extracted from 15 coffee quality attributes by factor analysis; “fundamentals”, “supplement” and “inducement”. These factors were positively correlated with coffee satisfaction according to lifestyle groups (p < 0.01). For “outgoing activity” group, ‘fundamentals’ was independent factor for satisfaction on coffee in coffee house (β = 0.268, p < 0.05) and canned or bottled coffee (β = 0.314, p < 0.01), and “supplement” was independent factor for satisfaction on coffee in vending machine (β = 0.235, p < 0.05). For “introverted devotion” group, “inducement” was independent factor for satisfaction on coffee in vending machine (β = 0.238, p < 0.001). These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry. (Korean J Community Nutr 16(6) : 782~793, 2011)

Keywords: coffee, lifestyle, satisfaction, university students

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Table 1.

Validity and reliability of lifestyle

Lifestyle variables	Lifestyle Factor 1. Sociability-oriented	Lifestyle Factor 2. Goal-oriented	Lifestyle Factor 3. Health-oriented	Lifestyle Factor 4. Convenience-oriented	Lifestyle Factor 5. Safety-oriented
Lifestyle 15. I often get along with friends, seniors or juniors	0.760
Lifestyle 8. I like to meet a new person	0.716
Lifestyle 9. I enjoy going around restaurants to eat delicious meals	0.647
Lifestyle 12. I try steadily to work toward my goals		0.711
Lifestyle 11. I will save money, even if I become rich		0.681
Lifestyle 2. I compare prices among the online or offline stores to get a cheaper product		0.672
Lifestyle 10. I strive for my dreams		0.629
Lifestyle 4. I watch carefully what I eat			0.785
Lifestyle 5. I exercise to keep fit		0.546
Lifestyle 3. I like snacking or eating junk food				0.857
Lifestyle 6. I tend to make impulsive buying				0.662
Lifestyle 13. I put aside all my work to rest, when I am sick					0.631
Lifestyle 7. I have done voluntary service²⁾					0.589
Lifestyle 14. I think I have to tell to the owner of the restaurant if I find foreign substances such as bugs or hair in the food					0.527
Lifestyle 1. I prefer to choose a position, which offers me the change of developing my own ability even though more risk is involved, over a stable job²⁾					0.480
Variance %¹⁾	15.877	15.223	10.503	9.687	9.479
Cronbach's alpha			0.646

1) Total variance % : 60.769%, 2) Reverse coding

Table 2.

Comparison of lifestyle factor by cluster

Lifestyle Factors	Cluster 1. Outgoing activity group (N = 137)	Cluster 2. Introverted devotion group (N = 105)	t-value
Lifestyle factor 1. Sociability-oriented¹⁾	3.68 ± 0.74	3.60 ± 0.69	−0.818
Lifestyle factor 2. Goal-oriented¹⁾	3.68 ± 0.74	3.80 ± 0.59	−3.315∗∗
Lifestyle factor 3. Health-oriented¹⁾	3.53 ± 0.66	2.92 ± 0.84	−4.813∗∗∗
Lifestyle factor 4. Convenience-oriented¹⁾	3.41 ± 0.74	2.74 ± 0.91	−5.398∗∗∗
Lifestyle factor 5. Safety-oriented¹⁾	3.03 ± 0.55	3.59 ± 0.54	−7.959∗∗∗

1) Mean ± SD, Likert-type 5 point scale : 1 = strongly disagree, 3 = so-so, 5 = strongly agree

^∗ ∗: p < 0.01, ∗∗∗: p < 0.001

Table 3.

General characteristics by cluster

Items	Cluster 1. Outgoing activity group	Cluster 2. Introverted devotion group	Total	χ²-value
Nationality
Korea	68 (44.7)¹⁾	84 (55.3)	152 (100.0)	23.463∗∗∗
China	69 (76.7)	21 (23.3)	90 (100.0)
Total	137 (56.6)	105 (43.4)	242 (100.0)
Gender
Male	60 (55.6)	48 (44.4)	108 (100.0)	0.061
Female	76 (57.1)	57 (42.9)	133 (100.0)
Total	136 (56.4)	105 (43.6)	241(100.0)
Age (years)	23.0 ± 1.5²⁾	23.2 ± 2.2	23.0 ± 1.8	−0.918³⁾
Grade
Freshman	48 (59.3)	33 (40.7)	81 (100.0)	2.868
Sophomores	21 (48.8)	22 (51.2)	43 (100.0)
Juniors	25 (47.2)	28 (52.8)	53 (100.0)
Seniors	25 (59.5)	17 (40.5)	42 (100.0)
Total	119 (54.3)	100 (45.7)	219 (100.0)
Forms of residence
Her/His house	18. (54.5)	15 (45.5)	33 (100.0)	58.089
Dormitory	53 (64.6)	29 (35.4)	82 (100.0)
Boarding house	11 (35.5)	20 (64.5)	31 (100.0)
Rented room	49 (55.7)	39 (44.3)	88 (100.0)
Others	4 (66.7)	2 (33.3)	6 (100.0)
Total	135 (56.3)	105 (43.8)	240 (100.0)
Allowance per month (thousand won)
< 100	13 (41.9)	18 (58.1)	31 (100.0)	56.499
100 ≤ & < 200	31 (52.5)	28 (47.5)	59 (100.0)
200 ≤ & < 300	47 (58.8)	33 (41.3)	80 (100.0)
300 ≤ & < 400	26 (55.3)	21 (44.7)	47 (100.0)
400 ≤	16 (76.2)	5 (23.8)	21 (100.0)
Total	133 (55.9)	105 (44.1)	238 (100.0)

1) N (%), 2) Mean ± SD, 3) t-value, ∗∗∗: p < 0.001

Table 4.

The consumption toward coffee by cluster

Items	Cluster 1. Outgoing activity group	Cluster 2. Introverted devotion group	Total	χ²-value
Favorite type of coffee
Coffee in coffee house	32 (51.6)¹⁾	30 (48.4)	62 (100.0)	52.152
Coffee in vending machine	61 (61.6)	38 (38.4)	99 (100.0)
Canned or bottled coffee	22 (51.2)	21 (48.8)	43 (100.0)
Total	115 (56.4)	89 (43.6)	204 (100.0)
Frequency of coffee consumption
< 1cup/day	70 (47.9)	76 (52.1)	146 (100.0)	10.849∗∗
1cup/day ≤	66 (69.5)	29 (30.5)	95 (100.0)
Total	136 (56.4)	105 (43.6)	241 (100.0)
Expenses for beverage (won/month)
< 10,000	54 (46.2)	63 (53.8)	117 (100.0)	13.231∗∗
10,000 ≤ & < 30,000	53 (61.6)	33 (38.4)	86 (100.0)
30,000 ≤	29 (78.4)	8 (21.6)	37 (100.0)
Total	136 (56.7)	104 (43.3)	240 (100.0)

1) N (%), ∗∗: p < 0.01

Table 5.

Validity and reliability of coffee attribute by type of coffee

Coffee attributes	Coffee in coffee house			Coffee in vending machine			Canned or bottled coffee
Coffee attributes	Coffee Factor 1. Fundamentals	Coffee Factor 2. Supplement	Coffee Factor 3. Inducement	Coffee Factor 1. Fundamentals	Coffee Factor 2. Supplement	Coffee Factor 3. Inducement	Coffee Factor 1. Fundamentals	Coffee Factor 2. Supplement	Coffee Factor 3. Inducement
Taste	0.745			0.830			0.664
Volume	0.571			0.762			0.658
Flavor	0.782			0.710			0.467
Price			0.715			0.658			0.633
Nutrition			0.732		0.708				0.818
Hygiene	0.516				0.686				0.594
Color		0.713			−			−
Temperature		0.641				0.537		0.619
Concentration		0.577			0.474			0.729
Variety	0.608				0.736			0.646
Seasonality		0.703			0.658			0.615
Freshness	0.641				0.740			0.684
Brand	0.594				0.823			0.735
Convenience		0.674				0.773	0.759
Thirst relief		−			0.547		0.623
Variance %¹⁾	23.105	20.969	13.451	16.626	28.624	11.753	17.837	25.289	13.551
Cronbach's alpha		0.882			0.865			0.883

1) Total Variance : Coffee in coffee house 57.524%, Coffee in vending machine 57.003%, Canned or bottled coffee 56.677%

Table 6.

Comparison of coffee factor and coffee satisfaction by cluster

Items	Cluster 1. Outgoing activity group	Cluster 2. Introverted devotion group	Total	t-value
Coffee in coffee house
Coffee factor 1. Fundamentals¹⁾	53.36 ± 50.64	53.45 ± 50.61	53.39 ± 50.64	−1.171
Coffee factor 2. Supplement¹⁾	53.37 ± 50.56	53.33 ± 50.64	53.32 ± 50.64	50.624
Coffee factor 3. Inducement¹⁾	53.14 ± 50.67	53.03 ± 50.90	53.09 ± 50.79	51.070
Satisfaction²⁾	76.38 ± 16.27	74.00 ± 15.36	76.18 ± 15.54	51.115
Coffee in vending machine
Coffee factor 1. Fundamentals¹⁾	52.97 ± 50.62	53.01 ± 50.69	53.01 ± 50.67	−0.371
Coffee factor 2. Supplement¹⁾	52.86 ± 50.63	52.68 ± 50.68	52.81 ± 50.66	52.104
Coffee factor 3. Inducement¹⁾	53.30 ± 50.62	53.49 ± 50.067	53.36 ± 50.64	−2.173
Satisfaction²⁾	64.80 ± 20.45	60.17 ± 19.93	64.85 ± 20.71	51.713
Canned or bottled coffee
Coffee factor 1. Fundamentals¹⁾	53.17 ± 50.59	53.31 ± 50.66	53.23 ± 50.62	−1.734
Coffee factor 2. Supplement¹⁾	53.08 ± 50.58	53.15 ± 50.66	53.11 ± 50.64	−0.913
Coffee factor 3. Inducement¹⁾	52.99 ± 50.67	53.06 ± 50.62	53.02 ± 50.66	−0.797
Satisfaction²⁾	66.97 ± 19.62	66.77 ± 15.18	68.03 ± 17.73	50.085

1) Mean ± SD, Likert-type 5 point scale : 1 = extremely bad, 3 = so-so, 5 = extremely good

2) Mean ± SD, It was scored on the basis of 100 points

Table 7.

Correlation analysis of coffee factors and coffee satisfaction by cluster

Cluster	Cluster 1. Outgoing activity group			Cluster 2. Introverted devotion group
Type of coffee Coffee factors	Coffee in coffee house	Coffee in vending machine	Canned or bottled coffee	Coffee in coffee house	Coffee in vending machine	Canned or bottled coffee
Coffee factor 1. Fundamentals	0.342∗∗∗¹⁾	0.294∗∗	0.466∗∗∗	0.176	0.347∗∗∗	0.420∗∗∗
Coffee factor 2. Supplement	0.300∗∗	0.334∗∗∗	0.407∗∗∗	0.151	0.372∗∗∗	0.387∗∗∗
Coffee factor 3. Inducement	0.244∗∗	0.240∗∗	0.381∗∗∗	0.154	0.377∗∗∗	0.387∗∗∗

1) Correlation coefficient

∗∗: p < 0.01, ∗∗∗: p < 0.001

Table 8.

Regression analysis of coffee factors on coffee satisfaction by cluster

Dependent variable	Independent variable	Cluster 1. Outgoing activity group			Cluster 2. Introverted devotion group
Dependent variable	Independent variable	B	ß	t	B	ß	t
	Constant	31.348		3.443∗∗	−	−	−
	Coffee factor 1. Fundamentals	7.124	0.268	2.359∗	−	−	−
Satisfaction on coffee in coffee house	Coffee factor 2. Supplement	3.210	0.106	0.958	−	−	−
	Coffee factor 3. Inducement	3.255	0.131 R² = 0.183	1.408	−	−	−
	Regression model	R = 0.183 adjusted R² = 0.163				−
			F = 9.274∗∗	∗
	Constant	22.321		2.142∗	12.175		1.160
	Coffee factor 1. Fundamentals	4.234	0.127	1.176	3.040	0.106	0.799
Satisfaction on	Coffee factor 2. Supplement	7.513	0.235	2.368∗	5.358	0.183	1.374
coffee in vending machine	Coffee factor 3. Inducement	2.534	0.078 R² = 0.135	0.783	7.008	0.238 R² = 0.195	2.198∗
	Regression model	adjusted R² = 0.114			adjusted R² = 0.169
			F = 6.488∗∗	∗		F = 7.570∗∗	∗
	Constant	7.364		0.781	28.696		3.645∗∗∗
	Coffee factor 1. Fundamentals	10.640	0.314	3.096∗∗	4.945	0.222	1.569
Satisfaction on canned or bottled coffee	Coffee factor 2. Supplement	4.475	0.132	1.211	2.824	0.125	0.906
	Coffee factor 3. Inducement	4.117	0.136 R² = 0.252	1.342	4.212	0.172 R² = 0.208	1.387
	Regression model	adjusted R² = 0.234			adjusted R² = 0.182
		F	F = 13.826∗∗	∗∗		F = 8.142∗∗	∗

^∗ : p < 0.05, ∗∗: p < 0.01, ∗∗∗: p < 0.001

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