커피전문점 여성 고객의 경험적 가치가 브랜드 몰입 및 브랜드 충성도에 미치는 영향

Abstract

In this study, we aim to determine the impact of the experiential value of female coffee shop customers on brand immersion and brand loyalty. Because women consider the experiential value of coffee shops to be more important than men, this study was conducted targeting female customers. 255 questionnaires were distributed to female customers who had experience using cafes in the Seoul and Gyeonggi areas, and 227 were collected. As a result of the analysis, three factors were derived for experiential value: emotional, functional, and economic value, and one factor each was derived for brand immersion and brand loyalty. In the hypothesis testing, first, among the experiential values, emotional and economic values were found to have a significant effect on brand immersion, but functional values were not found to have a significant effect, so Hypothesis 1 was partially accepted. Second, among experiential values, emotional, economic, and functional values were found to have a significant impact on brand loyalty, so Hypothesis 2 was adopted. Third, brand immersion was found to have a significant effect on brand loyalty, so Hypothesis 3 was accepted.