경험적 소비가치가 만족과 몰입을 매개로 재구매 의도에 미치는영향: 프랜차이즈 커피전문점을 중심으로

This study is designed to determine what experiential consumption value influences re-purchase intention by mediating effect of satisfaction and commitment. We design structured research models and test with the people who have been experienced in the franchise coffee shop. In this study, the experiential consumption value is consisted with playful value, symbolic value, utilitarian value, aesthetic value as exogenous variables. We tried to find out the relationship between the experiential value of consumer and cognitive satisfaction and affective satisfaction. And We also tried to understand what factors influence a greater involvement of the cognitive reactions and affective responses in the causal relationship between satisfaction and commitment. The results were as follows. First, playful value, utilitarian value and aesthetic value which from experiential consumption value pleasurable consumption value has positive impact on cognitive satisfaction, but only playful value and utilitarian value has positive impact on affective satisfaction. Second, satisfaction has a positive effect on the commitment, and cognitive satisfaction has relatively more influence on commitment than affective satisfaction. On the other hand, symbolic value does not significantly affect both cognitive satisfaction and affective satisfaction. Third, commitment has a positive effect on the re-purchase intention. Fourth, commitment has a positive effect on re-purchase intention. The result that symbolic value does not affect the cognitive and affective satisfaction can be expected weakening and loss of brand personality and brand identity due to intensifying competition in the coffee shop franchise. Commitment that a powerful factor in the relationship lasts for a brand or a product can be an important factor in re-purchase characteristic of coffee shop. Therefore, franchise coffee shops will have to be strengthened and more reliably differentiated brand strategy to recover the loss of brand personality and identity. And the marketers should develop a marketing strategy not only existing traditional methods that rely on price and quality, but also identifying consumer needs and values of the consumer to experience goods. And also, marketers should provide experiential elements to ongoing maintenance and avoid leaving customers.