Page 332 - THE 14th GRADUATE INTEGRITY : GI14

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ǰǰ The aim of this study is to explore how augmented reality technology can improve the customer
experience in the specialty coffee industry. To begin with, a literature review was conducted, followed by
in-depth interviews with 5 specialists in specialty coffee and 20 consumers of specialty coffee to gather
information that informed the development of augmented reality content.ǰ

ǰǰ The findings from the interviews with specialty coffee experts can be categorized into three main
areas: 1) Issues and preliminary characteristics of specialty coffee businesses, such as difficulties in ordering

coffee that meets customer expectations, challenges in promoting specialty coffee in stores and online,
and others. 2) Characteristics of specialty coffee consumers, including their interest in the taste and origin
of coffee beans, as well as their desire to engage with the coffee shop environment. 3) Application of
augmented reality technology in specialty coffee businesses, such as helping customers to select the best

coffee beans based on their preferences, creating new experiences in the store, and enhancing the store's
aesthetics with memorable stories.ǰ
ǰǰ The interviews with specialty coffee consumers revealed three key content requirements for

augmented reality technology: 1) Factors that influence the decisions of the target audience, such as
uniqueness, popularity on social media, and the specialty of coffee beans. 2) Memorable product
presentation and convenience in the store. 3) The use of easy-to-understand content design, creating
aesthetics in the store, and assisting customers in selecting the right coffee beans.ǰ

ǰ
,FZXPSET:ǰAugmented Reality, Specialty Coffee, Customer Experiencesǰ

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