Academic journal article Academy of Entrepreneurship Journal

Effect of Negative Awareness of Coffee on Its Preference and Recommendation Intention

Academic journal article Academy of Entrepreneurship Journal

Effect of Negative Awareness of Coffee on Its Preference and Recommendation Intention

Article excerpt

ABSTRACT

The information on coffee being beneficial to health is easily accessible via online news and monthly journals, whereas its study of negative effect on health is not, due to public discomfort. However, numerous medical researches have been released. The debate on whether coffee is beneficial or harmful to our health is still ongoing and its consumers are aware of need for further research. Based on such background, this study classifies the negative awareness of coffee by consumers into five factors - addiction/carcino genesis, health risk, side effect, price burden and ingredient hazard. The subjects of study were residents in Seoul and Gyeonggi province, who had experienced coffee and over 20 years of age; and the statistical data was collected using SPSS Win Ver. 18.0 through feasibility analysis, factor analysis, reliability analysis, cluster analysis, one-way ANOVA and multiple regression analysis. This study investigates the negative awareness of coffee and is based on following hypothesis. First, the negative awareness of coffee will affect its preference and recommendation intention. Second, there will be a difference in the negative awareness of coffee, its preference and recommendation intention according to the demographic characteristics. The study has found that addiction/carcino genesis, health risk, side effect and ingredient hazard had effect on coffee preference, and all factors, addiction/carcino genesis, health risk, side effect, price burden and ingredient hazard had effect on recommendation intention. According to the demographic characteristics: age, marital status, occupation and average monthly income, there was a difference in the negative awareness of coffee. In addition, there was a difference in coffee preference according to occupation and education, but the difference in recommendation intention according to demographic characteristics was not analyzed. The analysis also showed that younger subjects were fond of coffee but had high price burden, while older the subjects were, more concerned they were, with overall negative awareness, such as life expectancy and health related risk, the quality of coffee and ingredient hazard.

Key words : coffee and health, negative awareness, health risk, price burden, coffee preference

INTRODUCTION

Coffee has been long loved by many people around the world. As recognized by those who have experienced coffee, it has rich aroma and flavor, which would steadily increase the consumption in the future unless there is special side effect. The cause of rapid increase in recent coffee consumption in Korea can be analyzed in various ways but the tendency toward gourmet coffee with rich aroma and flavor i.e. specialty coffee preference will continue. In addition, with the support of studies reporting health benefits of coffee, thought to be harmless even in large amount, habitual and addictive coffee consumption is prevalent among many people.

However, the stimulating or relaxing effect of coffee does not cause the same affective response in everyone. The more people drink, appropriate coffee intake should be noted, and the quality and sanitation of sub ingredients should also be considered to improve the taste. Those who had experienced side effects on their first attempt or with one or more chronic diseases did not drink coffee (Garcia et al, 2013). Furthermore, people stopped drinking coffee rather than going to the hospital in case of indisposition, and then, their conditions have improved. Likewise, coffee has side effects and many studies actually reported the detrimental effect of coffee on health. Most of the side effects of coffee would refer to the side effect of caffeine. A number of studies on coffee have been published but the researchers say much still remains unknown. Coffee is not a simple beverage and the fact that it has more complex mechanism makes coffee interesting.

In association with increasing interest for health in Korean society, the consumption of organic coffee has increased as well as selection of "wellbeing trend" for improved diet, which focuses on anti-aging and antioxidant effects (Jung, 2012, Jung, Kim, 2013). …

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