The Effect of Specialty Coffee Shop Selection Attributes on Revisit Intention and Loyalty: Focusing on the Moderating Role of Scarcity

This study aims to examine the effects of selection attributes of specialty coffee shops on revisit intention and customer loyalty, and to verify the moderating role of perceived scarcity. A survey was conducted with 212 consumers who had visited specialty coffee shops within the past six months. The results of multiple regression analysis showed that barista service, accessibility, and coffee quality significantly affected revisit intention, whereas physical environment did not. On the other hand, coffee quality and physical environment significantly affected customer loyalty. The moderating effect analysis confirmed that scarcity strengthened the relationship between physical environment and both revisit intention and loyalty, while weakening the effect of barista service. These findings provide academic implications by expanding the concept of scarcity and practical insights for effective marketing strategies in the specialty coffee market.