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.

The coffee industry has grown very fast ever since international coffee brands were launched in the 1990's. Recently, consumers have begun to focus on coffee produced ethically. This phenomenon is due to ethical-consumption consciousness, which consists of three factors, emotional value, social value and function value. Most studies on this topic have focused on consumers who purchase fair-trade coffee. Thus, this study is novel in its focus on baristas who sell fairtrade coffee in their shops as well as differences from former studies. The three factors of ethical-consumption consciousness of baristas affected the sale of fair-trade coffee, except for the function value. Therefore, the sale of fair-trade coffee could be influenced by ethical-consumption consciousness of baristas. This study shows that education of baristas can promote the sale of fair-trade coffee. However, there are limitations as it only researched coffee brands ranked in the top 5, so further studies will be required in the future.

지적장애인의 직무관련 자기효능감을 높이는 것은 지적장애인의 성공적 직업재활을 위해 필요 하다. 본 연구에서는 자기효능감이 낮은 지적장애인이 기능성 게임을 이용한 훈련을 받았을 때, 자기효능감의 하나인 직무효능감이 향상되는지, 어떤 하위 직무효능감에서 향상되는지를 알아보 았다. 50명을 대상으로 실험연구를 한 결과, 기능성 게임을 한 집단이 그렇지 않은 집단에 비해 직무효능감이 향상된 것으로 나타났다. 직무효능감의 하위범주 4개 중, 직무관련 문제해결에 대한 효능감과 직무 스트레스 상황 대처능력에 관한 효능감은 통계적으로 유의하게 나타났다.