The Structural Differences between Coffee Shop Selection Attributes and Behavioral Intentions according to Coffee Involvement

This study investigates the structural differences in the relationships between coffee shop selection attributes and behavioral intentions according to coffee involvement (high vs. low). Five key selection attributes employee service, customer benefits, service consistency, physical environment, and coffee quality were analyzed to examine how their relative effects on behavioral intentions differ across levels of coffee involvement. The Likelihood Ratio Test (LRT) was employed to verify the moderating effect of coffee involvement by comparing the model fit between high- and low-involvement groups. The results revealed that highly involved consumers emphasized employee service, customer benefits, and service consistency, whereas low-involvement consumers were more influenced by employee service and the physical environment. Although coffee quality was theoretically important, it did not show statistical significance as an independent factor. These findings demonstrate that coffee involvement serves as a critical moderating variable shaping the relationship between selection attributes and behavioral intentions. Theoretically, this study contributes to expanding the understanding of structural differences in consumer decision-making, while practically providing implications for differentiated marketing strategies tailored to the level of coffee involvement.