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초록

The current study aimed to explore consumer behavior relating to ‘branded coffee retailing market’, which has been sharply grown in Korea. Specifi- cally, the study investigate how consumer perceive coffee stores and how their usage patterns with qualitative approach. Based on interpretive perspective, the study employed initial survey method to grasp the whole picture and depth-interviews in order to explore the research questions posted. Interviewees who are heavy users of coffee stores showed a variety of meaning of stores and usage patterns including hedonic values as well as utilitarian values. Their usage patterns differ from weekdays to weekends, and a clear gap between college students and business women was disclosed.

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