프랜차이즈 커피전문점 이용고객의 소비성향이 감정반응에 미치는 영향: 광주지역을 중심으로

Due to the fast change in Korea's food culture driven by higher living quality, the production and consumption of beverage increase sharply in modern Koreans' dietary lives. In this study, it is presumed that "franchise coffee shop users' consumption behavior would have significant influence on their emotional response." Under this hypothesis, the consumption behavior of relaxation seekers and health seekers influenced their pleasure significantly. And the consumption behavior of practical value seekers does not have significant influence on their pleasure. Though the consumption behavior of practical value seekers and health seekers has significant influence on their control, that of relaxation seekers does not influence their control. The study result shows franchise coffee shop users have their own specific consumption behavior and go to coffee shop not just for consumption but for relaxation in the luxurious and comfortable surroundings and food made of healthy ingredients.