Research on the Influence of Experiential Marketing of Kids Cafe on Consumers’ Purchase Behavior

• 영문명: Research on the Influence of Experiential Marketing of Kids Cafe on Consumers’ Purchase Behavior
• 발행기관: 한국무역연구원
• 저자명: Yeong-Gil Kim
• 간행물 정보: 『무역연구』제19권 제3호, 21~36쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.06.30

영문 초록

Purpose – In recent years, with the rapid improvement of China’s economy, technology and consumption capacity, the children’s coffee shop industry has played an increasingly important role in China’s economy. Consumers’ demand for toys is also increasing, and experience marketing the resulting experience demand is also having an increasing impact on consumers’ purchasing behavior. Design/Methodology/Approach – This study takes the experience economy as the background, takes the Chinese children’s coffee shop as the research subject, and takes the experience marketing strategy model as the entry point to find out the problems existing in the marketing of the children’s coffee shop. Findings – This study comprehensively sorts out the content of strategic experiential marketing, and uses the method of SPSS statistical analysis and questionnaire survey to analyze the industry status quo of experiential marketing in children’s coffee stores. In-depth analysis was carried out, and the causal relationship between the five elements of sensory experience, emotional experience, thinking experience, action experience, and associated experience and consumer purchasing behavior was tested by regression analysis. Research Implications – The results are obtained. Theoretical inspiration. In terms of practical marketing, enterprises should deeply explore the influence of experiential marketing elements of children’s coffee stores on consumer purchasing behavior, so as to optimize marketing strategies, strive to provide feasible guidance for the development of the industry, and promote the operation of such small and medium-sized enterprises in China and development.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research Design and Research Methods

Ⅳ. Empirical Analysis

Ⅴ. Conclusion

References

키워드

Consumer Purchasing Behavior Experiential Marketing Kis Cafe