초록 열기/닫기 버튼
This study has been carried out to examine the effects of consumption experiences at Starbucks on brand trust, consumer satisfaction, and repurchase intention. The results can be summarized as below: First, the consumption experiences at Starbucks show notable effect on brand trust. Second, they also have a significant influence on consumer satisfaction. Third, the brand trust for Starbucks exhibits a noticeable effect on consumer satisfaction and repurchase intention. On the base of those results, it is concluded that, through the experiences of intrinsic value at Starbucks, the customers show more favorable trust toward Starbucks brands.; This can be explained in that the psychological part about the customers’ trustworthiness for an enterprise during the consumption experience is decisively more important than the prior informations to the enterprise. Thus, the consumption experiences at Starbucks are confirmed to be a significant variable determining brand trust, consumer satisfaction, and repurchase intention.
키워드열기/닫기 버튼
STARBUCKS, Consumption Experiences, Brand Trust, Consumer Satisfaction, Repurchase Intention
