커피전문점의 점포이미지와 소비감정, 만족, 재방문의도 및 구전의도의 관계

The Relationships among Store Images, Consumption Emotion, Satisfaction, Revisiting Intention, and Word-of-Mouth Intention in the Specialty Coffee Shop

Since 2000 s, consumer s desires have been diversified and coffee market has been rapidly growing. Now coffee meant more than a drink in our daily life and is setting as one of food culture. Therefore, the study aims to figure out relationship how store images of specialty coffee shop affect on consumption emotion, satisfaction, revisiting intention and word-of-mouth intention. Accordingly, the study analyzes store images of speciality coffee shop with multi-dimensional concepts of price, quality, menu, atmosphere, accessibility, physical facility and clientele based on the previous studies of store images for retail stores. Based on the literature review, I also empirically analyze how multi-dimensional concepts of store image of specialty coffee shop affect on consumption emotion, satisfaction, revising intention and word-of-mouth intention. The survey was completed by 198 at the specialty coffee shops and date was analysed by using AMOS(7.0) and SPSS(18.0) statistics package. In order to figure out relationships between variables, exploratory factor analysis, confirmatory factor analysis and SEM(Structural Equation Model) analysis were conducted. As a result for the analysis, store images of specialty coffee shop consist of seven sub-elements and these store images of specialty coffee shop have positive influences on consumption emotion and satisfaction also has positive effects on revising intention and word-of-mouth intention while consumption emotion does not affect satisfaction positively.