프랜차이즈 커피전문점의 선택속성이 이용자의 감정 및 신뢰 그리고 장기지향성에 미치는 영향

his study performed empirical research to explore the relationship among choice attributes, emotion, trust and long-term orientation associated with coffee-drinking behavior. The authors explored choice attributes in franchised coffee shop and examined the relations between choice attributes and emotions customers felt in coffee shops. The study also examined between choice attributes and trust and long-term orientation. Questionnaire were distributes to coffee-shop customers in Gyeonggi-do. The derived factors of choice attributes were ‘physical evidence’, ‘brand’, ‘relation’, ‘quality of coffee’, and ‘value for the price’. Among those, the three factors ‘physical evidence’, ‘brand’, ‘value for the price’ had a statistically significant influence on positive emotions of customers. ‘quality of coffee’, ‘value for the price’, and ‘relation’ was examined to be association with trust. The factors which had a significant influence on long-term orientation were ‘value for the price’, ‘brand’, and ‘relation’. What these results imply were discussed