The Effects of Emotional Value of Consumption of Coffee Shop Users on Their Consumption Propensities and Customer Behavioral Intentions

안세희; Myeong, So-Hyeong; Yoon，Deok-In

Journal of Tourism Sciences

Abbr : JTS
2014, 38(8), pp.271-293
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

안세희 ¹, Myeong, So-Hyeong ², Yoon，Deok-In ³

¹가톨릭관동대학교
²가톨릭관동대학교 호텔조리·외식경영학과
³가톨릭관동대학교

ABSTRACT

This study aims to identify empirical effects of emotional values of consumption of coffee shop users on their consumption propensities and show how these affect consumer behavioral intentions. The sample of this study was adults over 20 years old who had experience using coffee shops, and they were asked to answer according to the questionnaire which was modified after a preliminary investigation. The statistical processing of collected data was conducted by the SPSS 18.0 program to accomplish the purposes of the research. The results show that emotional values of consumption of coffee shop users affect their consumption patterns and behavioral intentions on the store as well. This study provides coffee shop managers with guidance to consider priorities of emotional consumption values to make their consumers have amicable behavioral intentions. It also suggests working-level strategies giving a deep understanding about the role of consumption propensities to have impact on customer behavioral intentions. It is required to observe emotional consumption values carefully and respond appropriately to minimum expectations of coffee shop users because consumption propensities impact directly on customer behavioral intentions.
KEYWORDS

Emotional value of consumption, Consumption propensity, Customer behavioral intention, Coffee shop
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