Abstract
This study examined the effect of coffee consumption motivation on coffee consumption intention and behavioral intention focusing on coffee shops and home cafes. The analysis results are as follows. First, well-being motivation, social motivation, and emotional motivation had a significant effect on mental health consumption intention. Second, all coffee consumption motivations had a significant effect on addictive consumption intention. Third, effective motivation had a significant effect on consumption intention to overcome side effects. Fourth, social motivation had a significant effect on socio-psychological consumption intention. Fifth, mental health consumption intention and social psychological consumption intention had a significant effect on behavioral intention at coffee shops. Sixth, mental health consumption intention had a significant effect on home cafe behavioral intention. Seventh, effective motivation, social motivation, and emotional motivation had a significant effect on behavioral intention at coffee shops. Eighth, effective motivation, well-being motivation, and emotional motivation had a significant effect on home cafe behavioral intention. This study aims to provide basic data for market segmentation strategies by predicting the behavioral intentions of coffee shop and home cafe consumers by understanding the consumption motivation and consumption intention of coffee consumers.
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