A Study on the Effects of Benefits Pursued on Specialty Coffee and Consumer Attitudes

Interest in specialty coffee is rapidly increasing due to the increased demand for coffee and the ease of access to high-quality coffee information due to the development of social media. However, since research related to this is not being actively conducted, a survey was conducted for the purpose of finding out consumer attitudes toward specialty coffee. As a result of the study, it was found that consumer seeking benefits had a positive effect on consumer satisfaction and repurchase intention, and the effect of moderating consumers' involvement in coffee also had a positive effect. In line with the increasing demand for premium coffee and the increasing level of expertise in coffee, it is required to establish detailed marketing strategies for each level of consumers related to specialty coffee in the future.