Our study examined the relationship between consumer loyalty in coffee and drinking motivation, and also the effect of drinking motivation on coffee consumption. The summary of the main results of the research are as follows. First of all, coffee likers were positively related to addictive drinking motivation, whereas coffee dislikers were negatively related to addictive drinking motivation of coffee. Second, coffee dislikers would drink coffee for social purposes, while coffee likers did not have a significant relationship with social drinking motivation. Third, female consumers who drink coffee with addictive motivation was positively related to coffee consumption. Fourth, those who drink coffee for social motivation had no relationship with coffee consumption. Based on our results, companies in coffee industry should target consumers who enjoy drinking coffee with addictive motivation, more than consumers with social motivation. This implies that providing a variety of coffee with high quality can increase coffee firms’ revenue. What is more, for coffee dislikers, who mainly drink coffee because of their social gatherings, creating an environment which helps their social meeting more effectively is important.