Factors affecting Thai consumer's choice of coffee shops

In Thailand, the coffee shop business grows continuously. A coffee shop is where coffee is served as the primary beverage with food, and other drinks are only available as sub-component. The coffee shop can be described as a third place besides the working place and home where people go to meet, relax, and socialize with others. This research aims to study the factors that affect consumers’ purchase intention in the coffee shop. The sample group of the study was 385 respondents. The data was collected through an online questionnaire survey given. This research was analyzed using a multiple regression method with the IBM SPSS Statistics (Statistical Package for the Social Science) version 26 to collect the data to produce the statistical analysis result. More importantly, this research has value for the organizations that want to maintain consumers for their coffee shops with a better understanding.