프랜차이즈 커피전문점의 환경 특성이 지각된 가치와 방문의도에 미치는 영향

The Impact of Environment Characteristics on Perceived Value and Visit Intention in Franchise Coffee Shops

This study was to investigate the impact of environment characteristics on perceived value and visit intention in franchise coffee shops. And, the study was to examine the mediating role of perceived value in the relationship between environment characteristics and visit intention. The data were collected from 212 coffee shop users and analyzed with SPSS and AMOS.. The findings are as follows. First, price, service, and atmosphere have a significant effect on the defined hedonic value but menu does not . Second, price and service have a significant effect on utilitarian value but menu and atmosphere do not. Finally, both hedonic value and utilitarian value have a significant effect on visit intention.