스타벅스 매장의 공간구성요소에 관한 탐색적 분석

Abstract

This study examined the spatial characteristics of Starbox stores through exploratory factor analysis that discovers detailed spatial components based on the spatial experience experienced by visitors to Starbucks general stores. As a result of the analysis, a total of five factors were grouped and derived, and each factor was named as ‘culture/artistry’, ‘five senses/hospitality’, ‘behavior/psychology’, ‘taste/hardware’, and ‘lead/pandemic’. Through exploratory factor analysis based on the visitor's experience, the significance of this study was able to identify the cause of continuous visits to Starbucks stores and infer detailed components related to Starbucks' third place, which shows a commercialized space but differentiated place. This is a strategic projection of Starbucks' corporate philosophy and ideology into space and place, and it is judged that this positioning is perceived and experienced by the visitor group through five senses.It is judged that these attributes will be a very important space and place strategy for commercial real estate, especially retail real estate, which requires continuous visits. As a future research topic, the factors derived through exploratory factor analysis are independent variables, and it is necessary to measure dependent variables for visitor satisfaction and revisit intention, and to analyze visitors by group to examine the differences.nalyze visitors by group to examine the differences.