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http://dx.doi.org/10.14695/KJSOS.2016.19.4.55

Concept Mapping Analysis on the Meaning of Coffee-Drinking Behavior  

Oh, Bo-Young (Department of Industrial & Organizational Psychology, Kwangwoon University)
Lee, Sang-Hee (Department of Industrial & Organizational Psychology, Kwangwoon University)
Publication Information
Science of Emotion and Sensibility / v.19, no.4, 2016 , pp. 55-70 More about this Journal
Abstract
It has been suggested that few studies were completed on psychological aspect of coffee drinking behavior though coffee researches have been mainly focused on marketing or business purposes. In this study, fifteen university students were participated to a group interview for concept mapping analysis asking about their meaning and purpose of coffee drinking behavior. Sixty nine statements were extracted from the interview, and categorized into seven clusters using multi dimensional scaling analysis and hierarchical cluster analysis. Seven clusters were Personal method of getting the desired physical effect, As a method of social activities, Method to get psychological consolation, Drink for spending time and using space, Habitual drink and use of caffeine's effect, Enjoying coffee's various characteristic and attraction, and Enjoying coffee's various characteristic and attraction. Two factors were identified based on these clusters such as internal-external motivation to drink coffee and emotional-physical effect of coffee. Participants ranked their priority of those clusters; the cluster of "Drink for spending time and using space" was first ranked. Limitations and suggestions for future research were also discussed.
Keywords
University Student; Coffee-Drinking Behavior; Concept Mapping;
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Times Cited By KSCI : 7  (Citation Analysis)
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