As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

I. 서 론
 II. 연구 내용 및 방법
  1. 조사대상 및 자료수집
  2. 조사내용 및 분석방법
 III. 결과 및 고찰
  1. 조사대상자의 인구통계학적 특성
  2. 측정항목의 신뢰도 및 타당도 검증
  3. 브랜드 속성, 가격공정성, 구매행동 간의 상관관계 검증
  4. 브랜드 속성이 가격공정성에 미치는 영향 검증
  5. 브랜드 속성이 구매행동에 미치는 영향 분석
  6. 가격공정성이 구매행동에 미치는 영향 분석
 IV. 요약 및 결론
 References

• 최미선(경기대학교 외식조리관리학과) | Mi Sun Choi
• 정주희(경기대학교 외식조리관리학과) | Ju Hee Jung
• 김예영(경기대학교 외식조리관리학과) | Ye Young Kim Corresponding Author