FACTORS INFLUENCING CUSTOMERS' COFFEE SHOP PURCHASE INTENTIONS IN GUANGZHOU, CHINA: THE MEDIATING ROLE OF SATISFACTION IN THE EXTENDED THEORY OF PURCHASE INTENTION (TPB) FRAMEWORK

This study examines the factors influencing customers' coffee shop purchase intentions in Guangzhou, China, using an extended Theory of Planned Behavior (TPB) framework. The traditional TPB constructs of attitude, subjective norms, and perceived behavioral control are augmented with brand image and satisfaction. The research reveals significant positive relationships between these constructs and purchase intention. Satisfaction is found to mediate the relationships between attitude, subjective norms, perceived behavioral control, and brand image with purchase intention, highlighting its crucial role in converting positive perceptions into actual purchase behavior. The extended TPB framework provides valuable insights for marketers and business practitioners, enabling them to develop effective strategies to enhance customer engagement and drive business growth in the competitive coffee shop market.