Geospatial Influences on Coffee Shop Revisit Intentions in Malaysia: A Stimulus-Organism-Response (SOR) Framework

Resumo

The primary aim of the present research is to investigate the impact of various factors such as taste value, price value, health value, epistemic value, and memorable experiences on the intention of consumers to revisit coffeeshops in Malaysia. The development of framework is based on the Stimulus Organism Response (SOR) model. Participants in this study were individuals who visit coffee shops in Malaysia at least once a month and regularly consume coffee at the coffee shops. They were invited to complete a questionnaire survey distributed through Google Forms. A total of 379 responses were collected and subsequently analyzed using Partial Least Square Structural Equation Modelling (PLS-SEM). The study's results revealed that the memorable experience plays a partial mediating role in the relationship between taste value, price value, and the intention to revisit coffee shops while fully mediates the relationship between the epistemic value and the intention to revisit coffee shops. This research supports the application of the Stimulus Organism Response model, offering fresh insights into existing literature. The study's findings suggest that coffee shop owners in Malaysia should prioritize factors such as taste value, price value, and epistemic value. This approach can help to create more valuable and memorable experiences, ultimately encouraging consumers to revisit coffee shops.