The Effect of High-end Coffee Product Attributes on Perceived Rarity Value and Behavioral Intention : Focusing on the Moderating Role of Coffee Involvement

Key Points

• This research aims to investigate the relationships between high-end coffee product attributes, perceived rarity value, and behavioral intentions.
• Survey conducted from April 7 to April 20, 2025, at Starbucks Reserve stores.
• 255 valid responses collected through direct questionnaires.
• Regression analysis used to test hypotheses.
• Product attributes significantly influence perceived rarity value, with intrinsic factors having a greater impact than extrinsic.
• Perceived rarity value has a significant influence on behavioral intention.
• Coffee involvement moderates the relationship between product attributes and perceived rarity value.