재생건축 카페 서비스스케이프의 MZ세대 소비자 경험에 관한 연구 - 프랜차이즈 카페와의 비교를 중심으로 -

(Background and Purpose) There are an increasing number of cases in which old, deteriorated buildings are being recycled into commercial facilities such as cafes, creating economic value. These types of places are perceived to be hot places by Generation MZ. This study aimed to specifically test the effects of cognitive and emotional experiences with servicescapes of adaptive reuse cafes on the satisfaction and sharing behavior on social media of Generation MZ and proposed servicescape design direction of adaptive reuse cafes to enhance the experiences of its users. (Method) To understand the consumer experiences with servicescapes between adaptive reuse cafes and franchise cafes of Generation MZ, data was collected through a survey with members of Generation MZ in their twenties or thirties that had an experience with visiting an adaptive reuse cafe and a franchise cafe within the last three months. Collected data was put into descriptive statistics, t-test, validity analysis, regression analysis, and model test. Three research questions were raised to examine the differences in consumer experiences between adaptive reuse cafes and franchise cafes, the effects of consumer experiences with servicescapes on their satisfaction and sharing behavior on social media, and differences in such effects according to the cafe type (adaptive reuse cafe/franchise cafe). (Results) First, the members of Generation MZ who used a cafe in adaptive reuse felt the entertainment, rarity, and non-dailiness of the adaptive reuse cafes more strongly and showed more sharing behavior on social media than those who used a franchise cafe. Secondly, the core factors in the effects of consumer experiences on satisfaction and sharing behavior on social media were aesthetics and non-dailiness. Finally, the study tested the moderating effects of cafe type and found that the emotional experiences of consumers were more important as factor to have effects in adaptive reuse cafes. (Conclusions) These analysis results led to the following conclusions: first, it is important to provide experiences with the original form of the previous facility, not available at uniform franchise cafes when setting a servicescape design strategy for adaptive reuse cafes. There is a special need to offer visual attractions with spaces that experimented with the diverse ideas of the architect while preserving the identity of the original form through regenerative architecture. Then it is required to plan an architectural space capable of visual imaging so that Generation MZ can recognize the building itself as a piece of work based on their characteristics to share their experiences actively on social media.