Coffee has become one of the most popular beverages since the 1960s. These days, coffee is more about pleasure, experience, success, lifestyle, high concentration, and social status. Bhumiratana et al. (2014) state that individuals consume coffee with the intention of eliciting positive high-energy emotions, which can help in reducing fatigue, increasing alertness, improving work performance, and promoting a focused mental state, such as feeling motivated, productive, in-control, or clear-minded. Aguirre (2016) and Bhumiratana et al. (2014) also suggest that people drink coffee to stay awake. As coffee has popularized, café has become important as a place for people meetings. However, customers may tend to evaluate coffee as a service product depending on what service encounter they faced. They might perceive the taste and quality of coffee differently by following their mindset and stereotypes about perfect coffee. Customers pay attention to many factors in consuming coffee depending on service encounters. They may pay less for coffee prepared by robots and evaluate coffee prepared by humans as more precious. Therefore, this study proposes a specific factor theoretical framework of customers’ mindset about coffee prepared by human baristas and robot-barista. The study aims to determine how customers evaluate coffee prepared by baristas and robot-barista. Specifically, to which characteristics they pay attention in barista or robot-barista cases. Then, the study examines relationship between expected and perceived coffee characteristics and intentions to revisit café. Finally, the study compares customers' expectations about coffee depending on contact (barista) or untact (robot-barista) service.

With the rise of social media platforms, influencer marketing has become an essential tool for marketers to promote their products and services. Value co-creation behavior of influencers involves collaborating with their followers and brands to create content that provides value to their audience. This approach can help to build stronger relationships with followers and drive engagement and sales for the brands they work with.