The demand of coffee shops increases due to the improvement of a living standard and the high recognition about coffee value, Therefore, the role of coffee shops has been altered to ''the third place'' after the trend of consuming the culture has gained popularity. As the coffee shops are gradually used as a place of culture, both functional part and self part have to be considered simultaneously.
The goals of this study are three. One is to investigate how functional-congruity and self-congruity influence the consumer value in coffee shops. The other is to prove empirically what effects these two congruity have on the subjective and positive emotions of the customers. The third is to confirm the way the customer value and the positive emotion affect the behavior intention about coffee shops.
The study, the subject of which is the group of university students, is to examine the relationships among functional-congruity, self- congruity, customer value, consumption emotion, and behavior intention. Futhermore, in order to look closely into causal and structural relationships among forementioned five concepts of the customers who go to coffee shops, SEM(Structure Equation Model) is adopted. Collected data is processed and analyzed using the programs of SPSS 18.0 and AMOS 7.0.
The investigation results of hypothesis are as follows. First of all, self-congruity as well as functional-congruity have meaningful and positive influences on the customer value. Second, functional- congruity influences consumption emotions positively but doesn''t influence it meaningfully. On the other hand, self-congruity has meaningful and positive effects on consumption emotions. Third, compared to influences on consumer emotions between functional- congruity and self-congruity, there is no meaningful difference. Fourth, consumer value affects both consumption emotions and behavior intention meaningfully and positively. Last, consumption emotions have meaningful and positive influences on behavior intention. As a result from this study, functional-congruity and self-congruity precede consumer value and consumption emotions as factors, influencing customers'' behavior intention.
Moreover, the study suggests the following. Confirming what preceding factors influence feeling area depending on the types of consumption emotions which affect the behavior intention of coffee shops ultimately, the managers of coffee shops are provided with managerial methods. They are also given the guidelines to consider strategic priority about functional-congruity and self-congruity for the purpose of forming desirable consumer behavior. Strategic measures are demonstrated to the managers to keep the evaluation of coffee shops high by making them understand the roles of consumer value and consumption emotions, which are affecting behavior intention.