Investigating the Influencing Factors of Behavior Intention in Café Visit Context

Abstract

AbstractAttending a café has become a way of life in modern culture. Café shops have evolved into not just a place to relax but also a place to work. Cafe owners in Indonesia reacted quickly to this new phenomenon by building a slew of unique cafes across the country. This study aims to see how electronic word of mouth, services-cape, corporate image, and affordability affect café behavior intentions. The setting is a well-known Indonesian café. This investigation uses a purposive sampling strategy. There are 159 people in the sample. We use an online survey via a google form link to collect data. The data analysis is using SEM. Unless the hypothesis related to affordability, our findings demonstrated support for all of our hypotheses. The affordability does not significantly moderate the association between corporate image and behavior intention. The two antecedents of corporate image, namely E-WOM and service-scape, positively affect the company image. The company image itself significantly affects behavioral intention. The impact of E-WOM on behavioral intention and services-cape on behavioral intention is also mediated by corporate image. Our interesting findings proved that affordability does not include an essential aspect in visiting café decision-making.KeywordsElectronic word of mouthService-scapeCorporate imageAffordabilityBehavior intention