3.2 Statistical Method and Scale Validity
The statics software used for this research is SPSS version 12.0. Using hierarchical regression, a linear relationship of
the influence of basic information and consumer behavior on consumer consideration factors and characteristics was
examined. The scale used has been reviewed by two coffee industry participants and three professors specialized in food
and beverage management. Its Content Valid Index is 87%, and the scale reliability is above 0.6 (see Table 4), showing
that the scale’s reliability can be accepted.
Table 4 shows that, amidst the consideration factors, ‘staff friendliness’ seems to be most important, while ‘media
advertisement’ is the least important. Within consumer characteristics, ‘personal preference’ seems to be the most
important, and ‘coffee has become part of life’ is the least important.