브랜드 프랜차이즈 매장에서의 감각적 경험이 브랜드 태도, 경험적 가치, 그리고 소비자 행복에 미치는 영향

A term of the perceptual experience means the experience of response related to cognition, emotion, perception, action derived from five senses in process of using and consuming a brand franchise store(Brakus et al., 2009 ; Lofman, 1991). Researchers determined that the brand franchise store is suitable for subjects to have perceptual experiences, which are represented frequently in brand franchise stores in their daily life. Also, Starbucks and McDonald's were selected as the franchise stores in that the coffee is focused on scent and the fast food on taste. Two senses may make the different effects of perceptual experience on consumer's happiness. Furthermore, researchers considered that the perceptual experience could be a starting point of happiness consumers ultimately pursue, and then had our interest on the causality between the perceptual experience and consumer's happiness. In particular, consumer’s happiness, the construct surfaced as a research theme in the field of marketing, can be a dependent variable derived from perceptual experiences. In these reasons, the purposes of this study are focused on the causality between perceptual experiences and consumer’s happiness, including the meditating effects of experiential value and brand attitude. Based on the existing researches, the direct effects of perceptual experiences on consumer’s happiness are tested for experienced consumers in the brand franchise store. Also, the effects of perceptual experiences on experiential value and brand attitude, and the meditating effects of them on customer's happiness were tested empirically by the types of brand.