커피전문점의 감각마케팅이 PAD 감정, 만족 및 재방문의도에 미치는 영향 : Stimulus-Organism-Response 모형을 중심으로

The purpose of this study is to analyze the effect of sensory marketing of coffee shops on Pleasure- Arousal-Dominance (PAD) emotions, satisfaction and revisit intention through the Stimulus-Organism-Response (S-O-R) model, and analyze the moderating effects by separating the groups using Starbucks and Ediya coffee brands. Data collection was conducted with adult males and females residing in Korea, and a total of 402 copies were used for the final analysis. The analysis method consisted of frequency analysis, reliability analysis of the SPSS package, confirmatory factor analysis of Amos program, structural equation model analysis, and multi-group analysis. The analysis shows that the olfactory element of coffee shops has a significant effect on pleasure, the auditory element has a positive effect on both dominance and arousal, and the taste and haptic elements have a positive effect on dominance, pleasure, and arousal. It was also analyzed that pleasure has a significant effect on satisfaction, and satisfaction also has a significant effect on revisit intention. However, visual factors do not significantly affect the three emotions, and the results have shown that pleasure does not directly have a positive effect on revisit intention. The moderating effect between the Starbucks and the Ediya group have been identified, especially in the path that pleasure leads to satisfaction. The results of this study will provide various theoretical and practical implications for managers of coffee shops.