스타벅스의 점포속성이 점포이미지와 소비감정에 미치는 영향 연구

This study analyzes the significant influence of the shop attribute of Starbucks Coffee Company, a representative brand among various take-out coffee shops, on the shop image and the consumer`s emotion. The results of this study are as follows. Firstly, it has been found that the shop attribute of Starbucks Coffee Company influences the consumer`s emotion greatly. Secondly, it has also been found that such an attribute influences the shop image in a significant way. Thirdly, there seems to be a significant relationship between the consumer`s emotion and the shop image of Starbucks. Therefore, this study focuses on the consumer`s behavior in regard to the emotional aspect for the consumer`s experience of consumption at Starbucks. By studying the influence of the shop attribute of Starbucks on the shop image and the consumer`s emotion in the future, it has been attempted to suggest a way for the brand design which can be used to draw consumer`s preferences.