커피전문점 이용동기가 만족도 및 행동의도에 미치는 영향

Impact of Motivation to Use Coffee Shops on Satisfaction and Behaviorl intention: Focused on The Moderation Effect of Coffee Involvement

This study tried to examine the influencing relationship on behavioral intention which satisfaction based on such a motivational factor can predict future behaviors. Moreover, this study intended to suggest new market segmentalization taking into consideration degree of involvement in motivation to use after which different effects coffee involvement is exerting between motivation to use and satisfaction by setting coffee involvement as a moderating variable. The survey was conducted for a month in July, 2018. Questionnaire surveys targeted those who have visited coffee shops in Seoul, Gyeonggi Province, and Incheon and a total of 309 valid samples were used in the data analysis. As a result of the LR-test, it has been found that there is a moderating effect between high involvement group and low involvement group. As a result of verifying the hypothesis that mediating effect, it has been found that satisfaction had partially mediating effect on motivational factor for delight, socialization, and enjoyment. Motivational factor for efficiency has a totally mediating effect and motivational factor for showing off did not have any mediating effect. This study data can be used as important materials in positioning strategy through advertisement and marketing by coffee shops organizing adequate guidelines with regard to certain specific markets and establishing corresponding systems after taking into account not only coffee items but also various motivations to use and situational variables of users.