The Mediating Role of Perceived Enjoyment in the Relationship between Coffee Shop Atmosphere Perception and Behavioral Intentions: A Study of University Students

Bahar BAYINDIR

doi:10.63556/jotags.2026.1869

Authors

Bahar BAYINDIR

DOI:

https://doi.org/10.63556/jotags.2026.1869

Keywords:

Coffee shop, Atmosphere, Perceived enjoyment, Behavioral intention, University student

Abstract

This study examines the effect of coffee shop atmosphere perception on university students' behavioral intentions and the mediating role of perceived enjoyment in this relationship. Data were collected through a survey using a quantitative research design. The data obtained were analyzed using SPSS and SmartPLS software. According to the findings, the coffee shop atmosphere did not have a direct significant effect on behavioral intention, but perceived enjoyment was found to have a positive and significant effect on behavioral intention. Path analysis results also revealed that the atmosphere indirectly affected behavioral intention through perceived enjoyment and that this mediating effect was statistically significant. In conclusion, students' behavioral intentions, such as revisiting or recommending coffee shops, are shaped more by the feeling of enjoyment created by the atmosphere than by the direct perception of the atmosphere. These findings offer strategic implications for businesses in terms of service marketing and experience management.

References

Adveni, L. V., & You, V. V. (2024). The ınfluence of restaurant atmosphere on customer satisfaction in sum ting wong kitchen and brew bar. Jurnal Manajemen Pelayanan Hotel, 8(1), 39-48. http://dx.doi.org/10.37484/jmph.080104

Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539. https://doi.org/10.1108/TQM-06-2021-0158

Alotaibi, S., Shafieizadeh, K., & Alsumait, K. (2024). Customers’ perceptions toward service robots at restaurants: The moderating role of consumer innovativeness and the mediating role of perceived hedonic benefits. Journal of Quality Assurance in Hospitality & Tourism, 25(5), 1465-1487. https://doi.org/10.1080/1528008X.2022.2161693

Antikasari, R., Baktiono, A., Arimbawa, I. G., & Damayanti, E. (2021). The influence of product, restaurant atmosphere, customer value, and customer loyalty through customer statisfacation as mediation (case study on choie dimsum Surabaya). Quantitative Economics and Management Studies, 2(4), 244-250. https://doi.org/10.35877/454RI.qems321

Astrini, N., Bakti, I. G. M. Y., Rakhmawati, T., Sumaedi, S., & Yarmen, M. (2022). A repurchase intention model of Indonesian herbal tea consumers: integrating perceived enjoyment and health belief. British Food Journal, 124(1), 140-158. https://doi.org/10.1108/BFJ-02-2021-0189

Athallah, R., & Sunanto, S. (2025). The ımpact of service quality and restaurant ambience on offline purchase choices at the Bintaro Branch of Kabobs Premium Kebab Restaurant in South Tangerang. Contemporary Journal of Applied Sciences, 3(7), 403-416. https://doi.org/10.55927/cjas.v3i7.51

Bayındır, B., & Çalışkan, O. (2022). Kahve dükkanlarında kahve içme niyetinin planlı davranış teorisi çerçevesinde incelenmesi. Aydın Gastronomy, 6(1), 1-15. https://doi.org/10.17932/IAU.GASTRONOMY.2017.016/gastronomy_v06i1001

Bayındır, B., & Çalışkan, O. (2022). Turkey’s coffee adventure: an analysis of coffee experience typologies and business type preferences. Advances in Hospitality and Tourism Research (AHTR), 10(1), 76-94. https://doi.org/10.30519/ahtr.920643

Bayındır, B., & Önçel, S. (2019). Üniversite öğrencilerinin kahve dükkânlarını tercih etme nedenleri: Anadolu Üniversitesi örneği (The Reasons of University Students’ Preference Coffee Shops: The Case of Anadolu University). Journal of Tourism & Gastronomy Studies, 7(3), 1806-1820. https://doi.org/10.21325/jotags.2019.449

Bilal, M., Zhang, Y., Cai, S., Akram, U., & Luu, N. T. M. (2023). Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment. Acta Psychologica, 240, 104048. https://doi.org/10.1016/j.actpsy.2023.104048

Chaudhry, N. E., Subhani, W., Naz, M. A., Nazir, M. U., & Ameer, M. H. (2023). The mediating role of interactivity between perceived usefulness, perceived enjoyment and intention to use augmented reality application for shopping. Journal of Management Practices, Humanities and Social Sciences, 7(6), 66-78. https://doi.org/10.33152/jmphss-7.6.6

Çanakçı, T. (2023). The effect of the restaurant atmosphere on the ıntention to revisit: the mediating role of food neophobia. Journal of Tourism & Gastronomy Studies, 11(2), 1087-1103. https://doi.org/10.21325/jotags.2023.1234

Ferreira, J., Ferreira, C., & Bos, E. (2021). Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. Geoforum, 119, 21-29. https://doi.org/10.1016/j.geoforum.2020.12.024

Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), s. 39-50. https://doi.org/10.1177/002224378101800104

Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. Journal of Consumer research, 12(3), 281-300. https://doi.org/10.1086/208516

Gulam, B. I., Suryadi, N., & Waluyowati, N. P. (2023). The effect of service quality and perceived value on customer loyalty in Tuban restaurants with customer satisfaction mediation. International Journal of Research in Business and Social Science, 12(5), 62-73. https://doi.org/10.20525/ijrbs.v12i5.2667

Hair, Joseph F., G. Tomas M. Hult, Christian M. Ringle and Marko Sarstedt (2014). A primeron partial least square structural equations modeling (PLS-SEM), Los Angeles:Sage.

Hair, Joseph F., William C. Black, Barry J. Babin and Rolph E. Anderson (2006). Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall

Hanafi, M. F. M., Shahril, A. M., Gaffar, V., & Rahman, A. R. A. (2025). Exploring the coffee shop experience: The impact of customer experience on revisit intentions in urban specialty coffee shops. Journal of Nusantara Studies (JONUS), 10(2), 417-448. https://doi.org/10.24200/jonus.vol10iss2pp417-448

Handriana, T., & Meyscha, A. R. (2020). The influence of the restaurant atmosphere on customer loyalty through a hedonic experience. In Advances in Business, Management and Entrepreneurship (pp. 136-140). CRC Press.

Hasan, A. A. T., Sumon, S. M., Islam, M. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239-253. https://doi.org/10.30685/tujom.v6i3.132

Henseler, Jörg, Christian M. Ringle & Marko Sarstedt (2015). A new criterion for assessing discirimant validity in variance-based structural equation modeling. Journal of theAcademy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8

Heung, V. C., & Gu, T. (2012). Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. International Journal of Hospitality Management, 31(4), 1167-1177. https://doi.org/10.1016/j.ijhm.2012.02.004

Huang, A., Ozturk, A. B., Zhang, T., de la Mora Velasco, E., & Haney, A. (2024). Unpacking AI for hospitality and tourism services: Exploring the role of perceived enjoyment on future use intentions. International Journal of Hospitality Management, 119, 103693. https://doi.org/10.1016/j.ijhm.2024.103693

Hussain, R., & Ali, M. (2015). Effect of store atmosphere on consumer purchase ıntention. International Journal of Marketing Studies, 7(2), 35. http://dx.doi.org/10.2139/ssrn.2588411

Ismail, A. M., Darmawan, D., Andını, P. A., & Iskandar, R. (2025). The influence of service quality, product quality, location, and store atmosphere on customer satisfaction at coffee shop opus Ex Animo Sidoarjo. Journal of Supply Chain and Entrepreneurship, 1(2), 53-60. https://doi.org/10.64268/josce.v1i2.38

Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The impact of store atmospherics, perceived value, and customer satisfaction on behavioural intention. Procedia Economics and Finance, 37, 538-544. https://doi.org/10.1016/S2212-5671(16)30162-9

Kamila, I. R., Pudjoprastyono, H., & Azhar, R. M. (2024). The ımpact of store atmosphere, service quality, and social media marketing on purchase decisions: Insight from the coffee shop market (Case Study at Kedai Kopi Distrik Metropolitan Surabaya). International Journal of Economics (IJEC), 3(2). https://doi.org/10.55299/ijec.v3i2.1064

Kurniawan, S., & Tankoma, A. (2023). The effect of perceived ease of use and perceived enjoyment on customer trust and loyalty in online food delivery service. Binus Business Review, 14(2), 163-170. https://doi.org/10.21512/bbr.v14i2.8874

Lee, H. J. (2022). A study on the effect of customer habits on revisit intention focusing on franchise coffee shops. Information, 13(2), 86. https://doi.org/10.3390/info13020086

Lee, W. S., Moon, J., & Song, M. (2018). Attributes of the coffee shop business related to customer satisfaction. Journal of Foodservice Business Research, 21(6), 628-641. https://doi.org/10.1080/15378020.2018.1524227

Mason, M. C., Oduro, S., Umar, R. M., & Zamparo, G. (2023). Effect of consumption values on consumer behavior: a Meta-analysis. Marketing Intelligence & Planning, 41(7), 923-944. https://doi.org/10.1108/MIP-03-2023-0100

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.

Najhan, N. F. S. M., Shahril, A. M., Chik, C. T., & Chang, F. (2022). The relationship between restaurant atmospheric and customer satisfaction: Malaysian restaurants contexts. Advances in Business Research International Journal, 8(1), 46-59. https://doi.org/10.24191/abrij.v8i1.4297

Nusairat, N., Hammouri, Q., Al-Ghadir, H., Ahmad, A., & Eid, M. (2020). The effect of design of restaurant on customer behavioral intentions. Management Science Letters, 10(9), 1929-1938. https://doi.org/10.5267/j.msl.2020.2.021

Prameswari, R. H., Rahardja, C., & Hapsari, I. (2019). The Effect Of Atmospherics On Behavioral Intention At Korean Restaurant In Surabaya. Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 7(2), 1751-1773.

Rahayu, A., Koeswandi, T. A., & Wibowo, L. A. (2018). Korean restaurant atmosphere and impression: impact on repurchase intention. Advanced Science Letters, 24(12), 9324-9326. https://doi.org/10.1166/asl.2018.12265

Rathnasiri, M. S. H., Kumar, P., Aggarwal, B., Nair, K., & Dewasiri, N. J. (2025). Influences of atmospherics on customer satisfaction and behavioural intentions in the restaurant industry: Evidence from an emerging economy. PLoS One, 20(4), e0319948. https://doi.org/10.1371/journal.pone.0319948

Rouibah, K., Al-Qirim, N., Hwang, Y., & Pouri, S. G. (2021). The determinants of eWoM in social commerce: The role of perceived value, perceived enjoyment, trust, risks, and satisfaction. Journal of Global Information Management (JGIM), 29(3), 75-102. https://doi.org/10.4018/JGIM.2021050104

Ryu, K., Kim, H. J., Lee, H., & Kwon, B. (2021). Relative effects of physical environment and employee performance on customers’ emotions, satisfaction, and behavioral intentions in upscale restaurants. Sustainability, 13(17), 9549. https://doi.org/10.3390/su13179549

Saatci, G., & Temeloğlu, E. (2019). Restoran atmosferi oluşturma sürecinde yöneticilerin dikkat ettikleri unsurlar: Bursa örneği (The Elements that Managers Pay Attention to When Creating a Restaurant Atmosphere: A Research in Bursa). Journal of Tourism & Gastronomy Studies, 7(3), 1640-1655. https://doi.org/10.21325/jotags.2019.440

Saputra, H. Y. (2023). The effect of restaurant atmosphere on customer satisfaction and the effect of customer satisfaction on repurchase intention at Amber Resort Lombok Restaurant. International Journal of Tourism Business Research, 2(2), 22-35. https://doi.org/10.29303/intour.v2i2.830

Singh, P., Arora, L., & Choudhry, A. (2022). Consumer behavior in the service industry: An integrative literature review and research agenda. Sustainability, 15(1), 250. https://doi.org/10.3390/su15010250

So, K. K. F., Kim, H., & Oh, H. (2021). What makes Airbnb experiences enjoyable? The effects of environmental stimuli on perceived enjoyment and repurchase intention. Journal of Travel Research, 60(5), 1018-1038. https://doi.org/10.1177/0047287520921241

Suryana, P., Fauziah, R., & Yuliyanti, A. (2024). The Influence of Store Atmosphere and Sales Promotion on Customer Satisfaction and its Impact on Customer Loyalty Coffee Shop Kopilogi. International Journal of Current Science Research and Review, 7(116), 257-264. https://doi.org/10.47191/ijcsrr/V7-i1-27

Tan, K. H., Goh, Y. N., & Lim, C. N. (2024). Linking customer positive emotions and revisit intention in the ethnic restaurant: A Stimulus Integrative Model. Journal of Quality Assurance in Hospitality & Tourism, 25(5), 1349-1378. https://doi.org/10.1080/1528008X.2022.2156430

Tular, A. P. P. (2023). The effect of coffee shop atmosphere, emotıons, and lıfestyle on revısıt intentıon (Study Case At Extruck Coffee Shop). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(4), 1620-1631. https://doi.org/10.35794/emba.v11i4.52360

Ulaan, R. V., Pangemanan, S. S., & Lambey, L. (2016). The effect of perceived enjoyment on intention to shop online (The Study of Faculty of Economics and Business Sam Ratulangi University Manado). Jurnal EMBA: Jurnal riset ekonomi, manajemen, bisnis dan akuntansi, 4(1). https://doi.org/10.35794/emba.4.1.2016.11871

Wachdijono, W., Siregar, N. F. S. N. F., Langputeh, S., & Jaeroni, A. (2023). The Influence Of Barista And Product On The Store Atmosphere And Its Impact On Coffee Shop Customer Satisfaction In The Lowland. Journal of Social Science (JoSS), 2(12), 1120-1143. https://doi.org/10.57185/joss.v2i12.264

Weerasinghe, N. A., & Samarathunge, W. M. R. (2020). Travel blog content relevancy on tourist visiting ıntention mediated by perceived enjoyment.

Wowor, W., & Kurniawan, J. (2025). Restaurant atmosphere and service: determinants of consumer ıntention to purchase. Journal of Social Research, 4(7), 1740-1747. https://doi.org/10.55324/josr.v4i7.2670

Zulqarnain, M., Iqbal, M., & Muneer, S. (2023). Impact of social media marketing on purchase intention: The moderating role of perceived enjoyment. Journal of Social Media Marketing, 2(2), 35-48.