Effects of Functional Service Quality of Home Cafe Coffee Machine on Perceived Value and Continuous Usage Intention: Focusing on home cafe automatic espresso machines

The purpose of this study is that the home café market is an important trend in the entire coffee market, but research on this is still insufficient. It is expected that in the current home café consumer market, by recognizing the elements and complementary elements that can stimulate consumers' purchases regarding the functional service quality of the machine, machine manufacturers will be able to provide the information necessary for functional manufacturing and marketing strategies of the machine. It is expected that this information will contribute to the activation of the consumer's purchasing desire or the home cafe demand market, and will help create a basic frame for the positioning strategy of the home cafe sales market. This study aims to help in the future marketing strategy of the home cafe market, which is a part of the huge coffee market, through the relationship between the functional service quality of the home cafe coffee machine and the perceived value, and also the perceived value and the intention to continue using. The research hypothesis results showed that among the functional service qualities, functional value was partially adopted except for speed, and that experiential value had a significant influence relationship. In addition, perceived value was found to have a significant influence relationship with the intention to continue using.