Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Emotional-Utilitarian Motivation on Coffee Shop Selection Attribution

커피전문점 이용고객의 감정적-유용적 이용동기가 커피전문점 선택속성에 미치는 영향

  • Oh, Seo Kyung (Department of Culinary Science and Food Service Management, Graduate School of Kyung Hee University) ;
  • Yoon, Hyo Sil (Department of Culinary Science and Food Service Management, Graduate School of Kyung Hee University) ;
  • Yoon, Hye Hyun (Department of Culinary Arts and Food Service Management, Kyung Hee University)
  • 오서경 (경희대학교 대학원 조리외식경영학과) ;
  • 윤효실 (경희대학교 대학원 조리외식경영학과) ;
  • 윤혜현 (경희대학교 조리.서비스경영학과)
  • Received : 2016.10.24
  • Accepted : 2017.04.14
  • Published : 2017.04.30
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Abstract

The purpose of this study was to investigate the effects of emotional-utilitarian motivation on coffee shop selection attribution. Based on a total of 276 samples obtained from empirical research, the results of the survey were analyzed by using SPSS 22.0. The results of this study were as follows. Firstly, the results of exploratory factor analysis of coffee shop selection attribution emphasized service, coffee quality, diversity of menu, atmosphere, convenience, and price. Secondly, the customers showed higher emotional motivation than utilitarian motivation. Thirdly, emotional motivation had a significant effect on perception of 'service', 'coffee quality', and 'atmosphere'. On the other hand, utilitarian motivation had a significant effect on 'service', 'diversity of menu', 'convenience', and 'price'.

Keywords

References

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