The purpose of this studies to examine the impact of entrepreneurship on
self-esteem, emotional control, and self-management and to analyze the mediating
effect of self-esteem in the relationship between entrepreneurship, emotional
control, and self-management, with a view to providing strategies for qualitative
improvements and implications for the management of cafes by café owners. To
fulfill these study goals, the researcher surveyed café owners in Gwangju
Metropolitan City and the east Jeonnam region (Gurye, Gwangyang, Suncheon,
and Yeosu.) A total of 362 questionnaires were used for sampling.
SPSS 24.0 and AMOS 24.0 were used for the empirical analysis of this study
to prove its hypotheses. With these programs, frequency analysis, exploratory
factor analysis, confirmatory factor analysis, confidence analysis, and correlation
analysis were conducted. In order to verify the hypotheses of this study, the
researcher used structural equation and Sobel-test.
The findings of this study can be summarized as follows, based on the results
of these analyses.
First, as for the impact of the entrepreneurship of café owners on self-esteem,
the entrepreneurship of café owners had a significant and positive impact on
self-esteem.
Second, as for the impact of the entrepreneurship of café owners upon their
ability to control their emotions, the entrepreneurship of café owners had a
significant and positive impact on their emotional control
Third, as for the impact of the entrepreneurship of café owners on their
self-management, the entrepreneurship of café owners did not have a significant
impact on their self-management.
Fourth, as for the impact of the self-esteem of café owners upon their
emotional control, the self-esteem of café owners had a significant and positive
impact on the emotional control of café owners.
Fifth, as for the impact of the self-esteem of café owners upon their
self-management, the self-esteem of café owners had a significant and positive
impact on their self-management.
Sixth, as for the impact of the emotional control of café owners upon their
self-management, the emotional control of café owners had a significant and
positive impact on their self-management.
Seventh, as for the mediating effect of self-esteem, self-esteem turned out to
have a mediating effect between entrepreneurship, emotional control, and
self-management.
Based on the findings of this study, the researcher suggested implications and
future development strategies, as well as a strategy for qualitative improvement for
their café management. First, café owners need to develop a cleanliness manual
for the areas in and outside of their shops, hygiene manuals, recipes for making
the best coffee brews and foods, and manuals for the management of their
equipment in order to enhance the values of their cafes and the trust in them.
Also, with such manuals, they need to train their crews on a regular basis. Also,
they need to have qualities of café owners that are desired, such as
entrepreneurship, leadership, and business philosophies, and, in the perspective of
self-management of business owners, they need to ensure the employee satisfaction
of the café and support them at the same time. Lastly, they have to secure
differentiation between their cafes and those of competitors in terms of taste and
services, etc. This will result in self-esteem and the professional qualities of their
shops, making the shops trusted by the customers.