NEWLY OPENED CAFES: THE IMPACT OF E-WOM, PHYSICAL ENVIRONMENT, AND PERCEIVED RISK TOWARDS INTENTION TO VISIT

Abstract

Despite the growth in café business, few research has investigated the visit intention in the context of newly opened cafes. The purpose of this research is to examine the impact of e-WOM, physical environment, and perceived risk towards intention to visit newly opened cafes. A total of 212 samples were collected through online questionnaire. All three factors’ questions have been adapted with the 5-point Likert Scale measurement and analyzed using a quantitative method in SPSS. The research result showed that e-WOM and physical environment have positive impacts towards visit intention in which physical environment has a stronger effect. Meanwhile, perceived risk has found no relationship. The findings provide managerial implications for café owners and managers to enhance the use of e-WOM and physical environment in order to attract more customers.