The impact of roastery coffee shop's pursuit of convenience on satisfaction and behavioral intention:Focusing on the moderating effect of quality perception

Objective: To strengthen the competitiveness of roastery coffee shops, this study analyzed the influence relationship between convenience and satisfaction pursued by consumers and behavioral intention, and examined the moderating effect on quality perception. Methods: This study conducted a survey for 9 days from June 17, 2024, obtained 284 cases of data, and analyzed by using SPSS 25.0. This study also used statistical programs for verification of reliability and validity, correlation analysis, and hypothesis verification. Results: According to the analysis results, level of satisfaction increases with increase of benefit-seeking. The satisfaction of consumers for roastery coffee shops also showed a statistically significant influence relationship with behavioral intention. The stronger level of combination of benefit-seeking and quality perception resulted in higher likeliness in behavior. It has been shown to have a strong influence on intention. Implications: Standardization of new technologies, such as introducing coffee without the silver skin located on the center cut that determines the taste of coffee. It is necessary to pursue a differentiation strategy by improving the completeness of coffee servitization.