Pine과 Gilmore의 체험경제이론을 적용한 식품기업의 쿠킹클래스 체험과 지각된 가치, 플로우 경험, 브랜드 태도 간의 관계 검증

Abstract

This study aims to investigate the structural relationships between customer experiences with food companies' cooking classes, perceived value, flow experience, and brand attitude. Two hundred fifty valid data were statistically analyzed with the AMOS 23.0 software. The first findings of this study indicate that the experiential factors affecting perceived value are in the order of entertainment, deviant, and educational experiences. However, the aesthetic experience does not significantly influence perceived value. Second, the current study's findings reveal that experiential factors affecting the flow experience are in the order of educational, entertainment, and aesthetic experiences, while deviant experience does not have a significant influence on the flow experience. Third, the findings also highlight that the perceived value and flow experience of food companies' cooking classes is one of the primary variables in building customers' positive attitudes toward food companies' brands. In particular, the flow experience has a greater influence on brand attitude than the experienced individuals' emotional value perception on brand attitude. Based on these findings, the current study suggests that planning lectures and managing instructors' competency are essential to maximizing marketing performances through cooking class experience. The findings also imply that instructors need to pay attention to their lectures, the essence of the experience, rather than focus on their lectures on brand promotion in class.