Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
198
respondents reported no part –time work and 40.4% of them had pocket money under NT$ 5000. 74.6% of the 
respondents live in the north of Taiwan and 60.7% are 4
th
grade students. The rankings of brand attitude items 
including cognitive, affective and conative components were presented in Table 2. The top-ranked item is affective 
component with a mean value of 3.2549. The scores of the other two items are all above 3.0, which is neutral. The 
average brand attribute is 3.1822.
One of the objectives of this study was to examine the relationship among brand attitude, consumers’ 
satisfaction and revisit to this coffee store. Table 3 shows the brand attitude elements including cognitive, affective 
and conative. The mean values of affective component are much higher than those of cognitive and conative 
components. If the independent variable shows significance on the mediator, the mediator shows significance on the 
dependent variable, but the independent variable is not significant on the dependent variable, and it is suggested that 
the independent variable has an indirect effect on the dependent variable. The least squares regression analysis was 
used to assess the relationship between dependent variable (revisiting coffee store) and several independent 
variables. Table 4 presents the results of the hypothesized relationships. Brand attitude was found to exert a 
significant positive impact on the consumers’ satisfaction (standardized regression coefficients 0.567, P<0.005). The 
regressions of brand attitude, consumers’ satisfaction and revisiting were shown. Customers’ satisfaction influenced 
revisit to the coffee chain store significantly, but brand attribute did not. The effect of brand attitude on the influence 
of customers’ revisit was mediated by satisfaction. Therefore, Hypotheses 1 and 2 were accepted. Hypothesis 3 was 
rejected.