This study is based on the Stimulus-Organism-Response (SOR) model to explore the internal driving factors of consumer brand love in China’s local coffee chain market. The research model considers brand image, price attractiveness, mobile ordering applications, social media marketing, and servicescape as external stimuli (S), which influence the organism (O), namely brand love, through consumer psychological perception, and further affect behavioral responses (R), namely continuous purchase intention and intention to recommend, these two outcome variables. Simultaneously introducing consumer ethnocentrism (CE) as a moderating variable, analyze its impact on the relationship between stimulus factors and brand love. The research aims to reveal the emotional formation mechanism in the Chinese coffee consumption market, providing theoretical and practical references for local brands to enhance their sustained purchasing power and competitive advantage.
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