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Physical environments of service firms have been found to influence on customers` quality and purchase intentions. This study began with the preposition that purchase of service products derived from utilitarian or hedonic needs would be different in the influential path. With cases of Korean coffee-shops, this study found ambient, interior, cleanliness of physical environment directly influence to customers` emotion but indirectly influences to purchase intentions. The study also found, differently from some previous studies, appearances of employees had no effect on emotion nor on purchase intentions.

Effects of Servicescapes in the Hospitality Business on Purchasing Intentions: Indirect Influence of Emotions in Korean Coffee-shop Cases