스타벅스 매장의 공간구성요소에 관한 탐색적 분석

• 영문명: Exploratory Analysis of Space Components in Starbucks Stores
• 발행기관: 한국도시부동산학회(구.도시정책학회)
• 저자명: 정은정 박태원
• 간행물 정보: 『도시부동산연구』13권 4호, 175~195쪽, 전체 21쪽
• 주제분류: 사회과학 > 정책학
• 파일형태: PDF
• 발행일자: 2022.12.31

영문 초록

This study examined the spatial characteristics of Starbox stores through exploratory factor analysis that discovers detailed spatial components based on the spatial experience experienced by visitors to Starbucks general stores. As a result of the analysis, a total of five factors were grouped and derived, and each factor was named as ‘culture/artistry’, ‘five senses/hospitality’, ‘behavior/psychology’, ‘taste/hardware’, and ‘lead/pandemic’. Through exploratory factor analysis based on the visitor's experience, the significance of this study was able to identify the cause of continuous visits to Starbucks stores and infer detailed components related to Starbucks' third place, which shows a commercialized space but differentiated place. This is a strategic projection of Starbucks' corporate philosophy and ideology into space and place, and it is judged that this positioning is perceived and experienced by the visitor group through five senses.It is judged that these attributes will be a very important space and place strategy for commercial real estate, especially retail real estate, which requires continuous visits. As a future research topic, the factors derived through exploratory factor analysis are independent variables, and it is necessary to measure dependent variables for visitor satisfaction and revisit intention, and to analyze visitors by group to examine the differences.nalyze visitors by group to examine the differences.

목차

Ⅰ. 서론

Ⅱ. 선행연구 및 이론적 고찰

Ⅲ. 스타벅스 공간 분석

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

스타벅스 공간구성요소 탐색적 요인분석 Starbucks Space Components Feeling Satisfied Exploratory Factor Analysis