The purpose of this studies to examine the impact of entrepreneurship on self-esteem, emotional control, and self-management and to analyze the mediating effect of self-esteem in the relationship between entrepreneurship, emotional control, and self-management, with a view to providing strategies for qualitative improvements and implications for the management of cafes by café owners. To fulfill these study goals, the researcher surveyed café owners in Gwangju Metropolitan City and the east Jeonnam region (Gurye, Gwangyang, Suncheon, and Yeosu.) A total of 362 questionnaires were used for sampling.
SPSS 24.0 and AMOS 24.0 were used for the empirical analysis of this study to prove its hypotheses. With these programs, frequency analysis, exploratory factor analysis, confirmatory factor analysis, confidence analysis, and correlation analysis were conducted. In order to verify the hypotheses of this study, the researcher used structural equation and Sobel-test.
The findings of this study can be summarized as follows, based on the results of these analyses.
First, as for the impact of the entrepreneurship of café owners on self-esteem, the entrepreneurship of café owners had a significant and positive impact on self-esteem.
Second, as for the impact of the entrepreneurship of café owners upon their ability to control their emotions, the entrepreneurship of café owners had a significant and positive impact on their emotional control
Third, as for the impact of the entrepreneurship of café owners on their self-management, the entrepreneurship of café owners did not have a significant impact on their self-management.
Fourth, as for the impact of the self-esteem of café owners upon their emotional control, the self-esteem of café owners had a significant and positive impact on the emotional control of café owners.
Fifth, as for the impact of the self-esteem of café owners upon their self-management, the self-esteem of café owners had a significant and positive impact on their self-management.
Sixth, as for the impact of the emotional control of café owners upon their self-management, the emotional control of café owners had a significant and positive impact on their self-management.
Seventh, as for the mediating effect of self-esteem, self-esteem turned out to have a mediating effect between entrepreneurship, emotional control, and self-management.
Based on the findings of this study, the researcher suggested implications and future development strategies, as well as a strategy for qualitative improvement for their café management. First, café owners need to develop a cleanliness manual for the areas in and outside of their shops, hygiene manuals, recipes for making the best coffee brews and foods, and manuals for the management of their equipment in order to enhance the values of their cafes and the trust in them. Also, with such manuals, they need to train their crews on a regular basis. Also, they need to have qualities of café owners that are desired, such as entrepreneurship, leadership, and business philosophies, and, in the perspective of self-management of business owners, they need to ensure the employee satisfaction of the café and support them at the same time. Lastly, they have to secure differentiation between their cafes and those of competitors in terms of taste and services, etc. This will result in self-esteem and the professional qualities of their shops, making the shops trusted by the customers.