The Role of Multiple Mediating Effects of SNS Channel between Perceived Quality and Revisit Intention in Coffee Concept Shops

The purpose of this study is to examine the relationship between the perceived quality and revisit intention of the use of SNS, and then verifies the mediating role of the SNS channel between them. To achieve the purpose of this study, a total of 350 questionnaires were distributed at various coffee concept shops in the Korean metropolitan area (Seoul / Gyeonggi), including global / domestic brands. After removing the response with the missing information, the sample was 320 (91.4%). A structural equation model using AMOS 20.0 tested the hypotheses. Hypotheses are tested and confirmed by analyzing Korean coffee concept shops and the results have shown that information sharing and interaction of SNS play an important role in understanding perceived quality and revisit intention. Moreover, this study empirically verifies that when customers recognize the quality of products, including service and experience quality, they use SNS channels to visit the coffee shop again. The result of the study supported that information sharing and interactivity of SNS played critical roles in understanding perceived qualities and revisit intention. We empirically provide evidence that product quality of perceived qualities has direct positive in fluence on SNS channel and revisit intention. In addition, information sharing and interactivity of SNS channel has indirect significant impacts on intent to revisit. The result of research has shown that product quality had crucial impact on SNSs channel than service or experience quality. The study also shows that increasing the quality level of a product has a positive relationship with social media channels, which in turn can have a positive effect on information sharing and interactions. This study empirically examines that when customers perceive a product quality including service and experience quality, it induces them to use SNS channel, which eventually make them to revisit the store.