The purpose of this study was to investigate the effects of emotional-utilitarian motivation on coffee shop selection attribution. Based on a total of 276 samples obtained from empirical research, the results of the survey were analyzed by using SPSS 22.0. The results of this study were as follows. Firstly, the results of exploratory factor analysis of coffee shop selection attribution emphasized service, coffee quality, diversity of menu, atmosphere, convenience, and price. Secondly, the customers showed higher emotional motivation than utilitarian motivation. Thirdly, emotional motivation had a significant effect on perception of ‘service’, ‘coffee quality’, and ‘atmosphere’. On the other hand, utilitarian motivation had a significant effect on ‘service’, ‘diversity of menu’, ‘convenience’, and ‘price’.

• 오서경(1경희대학교 대학원 조리외식경영학과) | Seo Kyung Oh (Department of Culinary Science and Food Service Management, Graduate School of Kyung Hee University)
• 윤효실(1경희대학교 대학원 조리외식경영학과) | Hyo Sil Yoon (Department of Culinary Science and Food Service Management, Graduate School of Kyung Hee University)
• 윤혜현(2경희대학교 조리·서비스경영학과) | Hye Hyun Yoon (Department of Culinary Arts and Food Service Management, Kyung Hee University) Corresponding author