This study, focuses on the empirical value, brand image, and psychological emotional response of customers visiting coffee specialty stores. From this, it is meaningful to provide basis for customer-oriented marketing activities and contributing to approach appropriate to customer's psychology and provide basic data for customer management and profit improvement of coffee specialty stores in the future. The subjects of this study were the customers who use coffee shop in Gyeongju area. The sample survey selected the top 6 brand coffee shops for the brand reputation data analyzed by the Korea Corporate reputation laboratory (Nov. 1, 2017). In order to improve the accuracy of the empirical study, the researchers were required to fully understand the purpose of the study and the purpose of the research. Preliminary surveys were conducted from May 10, 2017 to May 25, 2017 by distributing 50 copies to customers using coffee shops. The research questionnaire was distributed by the researcher directly from June 1 to June 30, 2017, and the researchers distributed the questionnaire. The questionnaire was used to analyze the preliminary survey 340 were used for empirical analysis, including one questionnaire.
And self-administered methods that allow the respondents to fill in the questionnaire directly, and some were collected online on the basis of the respondents' time and place constraints. In this study, firstly, the feasibility analysis and the reliability test were conducted through the preliminary survey. Second, frequency analysis was conducted to examine the general characteristics of the sample. Third, in order to increase the validity of the questionnaire response, exploratory factor analysis was conducted to remove the questionnaires that did not have explanatory power. Fourth, a scale purification process was performed prior to the evaluation of the fitness of the research model and the research hypothesis. The measurement scale was composed of exploratory factor analysis and reliability And evaluated through a reliability analysis.
In other words, as a preliminary step for analyzing the research hypotheses, we conducted an exploratory factor analysis using the statistical package program of PASW Statistics 23.0 for the measured variables extracted from the previous study. Confirmatory factor analysis was performed using LISREL 8.51 statistical package program.
Fifth, to verify the proposed research models and hypotheses, the research model was verified using the path coefficient and t value between each theoretical variables using the covariance structure analysis statistical package program LISREL 8.51. The contents of this study were divided into four sub - factors such as playfulness, symbolism, usefulness, and esthetics. Also, to elucidate brand loyalty measured by customer 's brand image and emotional response, technical analysis and reliability test were conducted to clarify the measurement items. The results are summarized as follows.
Through analysis of priority search factors and confirmatory factor analysis, we evaluate the single level property attached to the subelement of each construct, and based on this, we use the structural equation model (SEM ) And the hypothesis test were carried out. The fitness of the structural model is χ² = 548.07, df = 354, p = 0.000, GFI = 0.90, AGFI = 0.88, NNFI = 0.96, NFI = 0.92, RMR = 0.41, RMSEA = 0.033, In order to verify the temporary installation, we were able to derive the following research results as a result of examining the relationship of the routes.
Firstly, as a result of investigating the influence of factors of empirical value on brand image, it is known that the subordinate variables of the empirical value, aesthetic property and benefit, have an influence on paying attention to the brand image, and symbolism , The playfulness did not affect the brand image and did not affect it.
Second, as a result of investigating the influence of factors of empirical value on emotional response, it is known that playfulness, which is a subordinate variable of empirical value, affects negative emotion and affirmative emotion, and symbolism is It affects affirmative emotions, does not affect negative emotions, it appears that the benefit does not affect positive feelings, it affects negative emotions, and the aesthetic qualities are It appeared as not affecting affirmative emotions, and it did not affect negative emotions. As a result of investigating the influence of the three brand image on the emotional response, it turned out that it affected affirmative emotions and negative emotions. Fourth, as a result of investigating the influence of brand image on brand preference, it was found that brand image influences brand preference. Fifth, as a result of investigating the influence of emotional response on brand preference, positive emotional response and negative emotion were found to affect brand preference.
Taken together, the results from the foundation, customers visiting a coffee specialty store can understand that the aesthetic property of the empirical value is the brand image and the brand image has the greatest influence on the brand preference. The visual and comfortable environmental factors provided to customers positively influence brand love (repeat intention, others' recommendation intention) when customers feel satisfied and trusted by customers, Watchable et al. 2001; Wu & Liang, 2009; Kunshin, 2012; Chaudhuri & Holbrook, 2001; Putrevu et al, 1994). For this reason, companies plan to analyze consumers who use coffee specialty stores when planning marketing to meet the trends as a social exchange place and satisfy the empirical value of consumers are sensitive It is judged that it will be necessary to derive factors that determine brand loyalty by providing high dimensional value in the story.