The purpose of study is to examine the relationship between tangible cues and perceived risk at coffee specialty stores in Seoul. A sample of 396 surveys which showed a 94.3% usable response rate. Exploratory factor analyses were adopted to identify six underlying dimensions of tangible cues; physical attractiveness, professional employees, service process, employee responsiveness, convenience, extended services, and six underlying dimensions of perceived risk; social risk, performance risk, financial risk, time risk, psychological risk, health risk. Canonical correlation analyses were adopted to examine the overall correlation between the six tangible cues factors and the six perceived risk factors. The significantly higher negative correlation was found between tangible cues and perceived risk of coffee specialty store guests. Especially employee responsiveness, physical attractiveness, service process are negatively correlated with time, performance, financial risks. And the managerial implications of these results were examined.

The purpose of study is to examine the relationship between tangible cues and perceived risk at coffee specialty stores in Seoul. A sample of 396 surveys which showed a 94.3% usable response rate. Exploratory factor analyses were adopted to identify six underlying dimensions of tangible cues; physical attractiveness, professional employees, service process, employee responsiveness, convenience, extended services, and six underlying dimensions of perceived risk; social risk, performance risk, financial risk, time risk, psychological risk, health risk. Canonical correlation analyses were adopted to examine the overall correlation between the six tangible cues factors and the six perceived risk factors. The significantly higher negative correlation was found between tangible cues and perceived risk of coffee specialty store guests. Especially employee responsiveness, physical attractiveness, service process are negatively correlated with time, performance, financial risks. And the managerial implications of these results were examined.

Tangible Cues, Perceived Risk, Coffee Specialty Stores