67

Abstract

Since 2000ʼs, consumerʼs desires have been diversified and coffee market has been rapidly

growing. Now coffee meant more than a drink in our daily life and is setting as one

of food culture. Therefore, the study aims to figure out relationship how store images

of specialty coffee shop affect on consumption emotion, satisfaction, revisiting intention

and word-of-mouth intention.

Accordingly, the study analyzes store images of speciality coffee shop with multi-dimen-

sional concepts of price, quality, menu, atmosphere, accessibility, physical facility and

clientele based on the previous studies of store images for retail stores. Based on the

literature review, I also empirically analyze how multi-dimensional concepts of store image

of specialty coffee shop affect on consumption emotion, satisfaction, revising intention

and word-of-mouth intention.

The survey was completed by 198 at the specialty coffee shops and date was analysed

by using AMOS(7.0) and SPSS(18.0) statistics package. In order to figure out relationships

between variables, exploratory factor analysis, confirmatory factor analysis and SEM(Struc-1)

***

68

tural Equation Model) analysis were conducted.

As a result for the analysis, store images of specialty coffee shop consist of seven

sub-elements and these store images of specialty coffee shop have positive influences on

consumption emotion and satisfaction also has positive effects on revising intention and

word-of-mouth intention while consumption emotion does not affect satisfaction positively.

.

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SPSS 18.0 AMOS

18.0 . SPSS 18.0

, AMOS 18.0

,

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1.

80

198

.

102 (51.5%), 95 (48%),

1 (0.05%) ,

10 (1.0%), 20 (93.4%), 30

(4.1%), 40 (0.5%), 50 (0.5%)

. 2 (1.0%),

( ), 162 (82.2%),

( ) 33 (16.8%) .

500

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(second-order)

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2

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. , χ2 = 395.27

d.f. = 223, P = 0.000, χ2/d.f. = 1.772, GFI

= 0.851, CFI = 0.940, RMR = 0.05, AGFI

= 0.840, NFI = 0.856, RMSEA = 0.045

. [ 2]

< 2> 2

.

81

Cronbachʼsa ( %)

1 . 0.656

0.703 2.143(53.58)

2 . 0.8383 . 0.7914 . 0.6201 . 0.692

0.794 2.126(70.88)2 . 0.645

3 . 0.7891 . 0.690

0.881 2.969(74.213)

2 . 0.8643 . 0.7854 . 0.6291 . 0.578

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3 ( , , ). 0.628

4 . 0.5951 . 0.655

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0.771 2.072(69.08)2 . 0.691

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3 . 0.6671 . 0.721

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3 . 0.67

< 1>

82

1st orderstandardized estimate

Second orderstandardized estimate t-value p-value

0.547(3.197)

1 0.799 - -2 0.672 5.751 ***3 0.526 5.663 ***4 0.736 5.018 ***

0.631(6.649)

1 0.869 - -2 0.666 8.509 ***3 0.730 9.595 ***

0.547(6.905)

1 0.753 - -2 0.951 13.796 ***3 0.864 17.885 ***4 0.674 11.449 ***

0.772(7.707)

1 0.545 - -2 0.681 7.621 ***3 0.656 7.833 ***4 0.714 6.518 ***

0.642(4.751)

1 0.588 - -2 0.787 4.890 ***

0.511(6.015) (Clientele)

1 0.870 - -2 0.851 12.657 ***3 0.721 10.899 ***

0.705(6.906)

1 0.830 - -2 0.694 8.585 ***3 0.675 8.007 ***

χ2 = 395.27, d.f. = 223, P = 0.000, χ2/d.f. = 1.772, GFI = 0.851, CFI = 0.940, RMR = 0.05, AGFI = 0.840,NFI = 0.856, RMSEA = 0.045.

< 2>

[ 2]

83

Standardized estimate t value p value AVE CR0.623 8.866 ***

0.517 0.73

0.738 7.897 ***0.860 4.732 ***0.661 7.639 ***0.651 4.097 ***0.790 6.497 ***0.680 6.942 ***

1 0.762 5.150 ***

0.551 0.812 0.802 5.735 ***3 0.661 5.570 ***4 0.736 5.058 ***1 0.836 9.955 ***

0.575 0.772 0.685 8.787 ***3 0.747 7.035 ***1 0.753 13.914 ***

0.667 0.882 0.952 18.184 ***3 0.863 11.452 ***4 0.671 10.325 ***1 0.672 6.827 ***

0.530 0.742 0.703 8.062 ***3 0.829 7.402 ***4 0.699 7.104 ***1 0.702 4.045 *** 0.566 0.762 0.799 4.867 ***1 0.863 12.762 ***

0.667 0.882 0.855 10.947 ***3 0.724 7.345 ***1 0.814 8.604 ***

0.543 0.782 0.713 8.604 ***3 0.676 7.814 ***1 0.756 7.664 ***

0.567 0.742 0.723 8.707 ***3 0.845 7.486 ***4 0.717 8.674 ***5 0.715 8.642 ***1 0.730 11.462 ***

0.607 0.842 0.766 12.262 ***3 0.780 12.584 ***4 0.836 13.951 ***1 0.701 8.850 ***

0.518 0.722 0.704 9.703 ***3 0.753 10.507 ***1 0.888 7.721 ***

0.635 0.872 0.788 8.679 ***3 0.703 7.802 ***

χ2 = 871.583, d.f. = 591, p = 0.000, χ2/d.f. = 1.475, RMR = 0.048, GFI = 0.865, AGFI = 0.940 NFI = 0.830,CFI = 0.916, RMSEA = 0.04.

< 3>

84

**: p < 0.05, ***: p < 0.001.[ 3]

, χ2 = 871.

583, d.f. = 591, p = 0.000, χ2/d.f. = 1.475, RMR = 0.048, GFI = 0.865, AGFI = 0.940 NFI = 0.830, CFI = 0.916, RMSEA= 0.049 .

AGFI, NFI

χ2 0.000200

CFI 9.28 0.9

(Mulaik et al., 1989). (composite reliability: CR), (average variance extracted: AVE)

, AVE 0.7 , 0.5

(Fornell and Lacker, 1981).

, < 3>

(r2). < 3>

.

2.3

AMOS 7.0

. χ2 = 976.596, d.f. = 607, p =

0.000, χ2/d.f. = 1.528, RMR = 0.042, GFI= 0.875, AGFI = 0.928 NFI = 0.866, CFI= 0.928, RMSEA = 0.04

, Netemeyer et al.(1997) GFI

0.81

. [ 3] .

85

< 4>

Estimate Standardizedestimate t value p value

1 0.467 0.897 7.115 0.0002 0.910 1.619 3.792 0.0003 -0.91 -861 -1.953 0.0514 0.927 0.977 10.368 0.0105 0.853 0.714 7.687 0.000

χ2 = 976.596, d.f. = 607, p = 0.000, χ2/d.f. = 1.528, RMR = 0.042, GFI = 0.875, AGFI = 0.928, NFI = 0.866, CFI = 0.928, RMSEA = 0.048

,

,

,

.

.

V.

1990

.

.

,

.

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,

.

,

2

.

(77.14), (74.21),

86

.

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.

.

20~30

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,

.

.

.

.

.

,

.

,

.

.

,

.

(Ryu et al., 2008;

, 2009). ,

.

(

, 2011).

.

87

, ,

.

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.

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, ,

.

.

,

.

.

7

.

,

.

.

.

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.

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.

,

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,

.

88

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”,

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pp.1-12.

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:

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