COVID-19 펜데믹 상황에서 커피전문점의 환경요인이 부정적 감정반응과 취식의도에 미치는 영향 - 프랜차이즈 카페를 중심으로 -

Abstract

The F&B industry was negatively affected by COVID-19. This study investigated the effect of environmental factors such as perceived cleanliness, quarantine management and crowdedness on negative emotional response and dine-in intention of franchise cafes by applying the S-O-R model. The survey was conducted in July 2021 with 537 adults. The results of statistical analysis through structural equation modeling are as follows. It was found that the higher the level of cleanliness and quarantine management of the franchise cafe, the statistically significant decrease in negative emotional response, and the higher the crowdedness, the more statistically significant the negative emotional response. In addition, it was found that as the negative emotional response of franchise cafe customers increased, the dine-in intention in the cafe showed a statistically significant decrease. This study is expected to help F&B operators better understand customers’ needs and sustain their business under Covid-19 and to serve as an effective guideline.