Structural Relationship between Coffee Exhibition Experience, Relationship Quality, and Behavioral Intention

In this study, in consideration of Korea's continuously expanding coffee culture and the rapidly growing coffee industry, the relationship between viewing experience, relationship quality, and behavioral intention was verified through structural equation path analysis to grasp the behavioral intention of customers who have a direct connection with the long-term operation of coffee shops.The results of the empirical analysis are as follows.First, it was found that the entertainment experience, educational experience, and aesthetic experience of the viewing experience had a significant positive (+) effect on immersion and trust in the relationship quality.However, it was found that the deviant experience of the viewing experience had a significant positive (+) effect on the trust of the relationship quality.Still, the result was not statistically significant in terms of immersion and satisfaction of the relationship quality.Second, it was found that immersion, satisfaction, and trust in relationship quality had a significant positive (+) effect on both the intention to revisit and the intention to visit.The meaning of the above research results is, first, companies participating in the coffee exhibition need to develop ideas or programs that can provide deviant experiences among the experience factors to visitors.Second, the coffee exhibition organizers should make efforts to provide services and improve the exhibition's environment to promote the quality of relationships among coffee exhibition participants and to promote the quality of relationships among coffee exhibition participants, recognizing the increased intention of visitors to visit coffee exhibition participants through the quality of the relationship.Third, coffee exhibition participants and organizers should continuously improve the exhibition environment, transfer coffee-related knowledge, and introduce the latest coffee trends.The limitations revealed in the process of conducting this study are as follows.First, there is a practical limitation in that the size of coffee exhibitions and the number of visitors are studied mainly in large cities such as Seoul, Busan, and Daegu.Therefore, in future studies, it is hoped that more objective and quantitative analysis can be conducted by increasing the survey participation of visitors to coffee exhibitions held in small and medium-sized cities in Korea.