Data collection and analysis
To confirm reliability and validity of scales, a pilot study was conducted at a Midwestern
university in the United States. After this pilot study, the questionnaire was translated into
Korean under the double translation rule. Four of the biggest brand coffee shops (i.e., Starbucks,
Coffee Bean, Angel-In-Us, and Holly’s) were selected for data collection. Data were collected in
Seoul, the capital of South Korea in July 2010. After removing the incomplete surveys, a total of
389 surveys were used for further analysis.
Data collection and analysisTo confirm reliability and validity of scales, a pilot study was conducted at a Midwesternuniversity in the United States. After this pilot study, the questionnaire was translated intoKorean under the double translation rule. Four of the biggest brand coffee shops (i.e., Starbucks,Coffee Bean, Angel-In-Us, and Holly’s) were selected for data collection. Data were collected inSeoul, the capital of South Korea in July 2010. After removing the incomplete surveys, a total of389 surveys were used for further analysis.
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