Abstract
The purpose of this study is to suggest the holistic model conceptualizing the coffee shop dining experiencesacpe in the midst of COVID-19 pandemic. Based on the Stimulus-Organism-Response (S-O-R) framework, the study explores the effects of sensory, functional and social stimuli dimensions of coffee shop dining experiencescape on consumers’ emotion and dining intention under the influence of the COVID-19 pandemic. Moreover, this research examined the moderating effects of generations between generation z and senior.<BR> In total, 683 cases were surveyed and analyzed using structural equation modeling. The results supported that sensory (cleanness), functional(spatial layout, quarantine management), and social (crowdedness) stimuli dimensions are statistically significant on the positive emotional responses. Accordingly, the more positive emotional response of consumers are the more likely to dine-in intention during the COVID-19. The result also found moderating effect of generations between the relationship in the model.
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