스타벅스 매장의 공간구성요소에 관한 탐색적 분석


Exploratory Analysis of Space Components in Starbucks Stores

정은정, 박태원

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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.


Ⅰ. 서론
1. 연구의 배경 및 목적
2. 연구의 범위 및 방법
Ⅱ. 선행연구 및 이론적 고찰
1. 선행연구 검토
2. 이론적 고찰
Ⅲ. 스타벅스 공간 분석
1. 스타벅스의 공간적 분포
2. 사례 대상지의 공간적 분석
Ⅳ. 실증분석
1. 공간구성요소 관련 선행연구
2. 소비자 심층인터뷰
3. 공간구성요소의 탐색적 분석
4. 전문가그룹 표적집단 면접법을 통한 변수의 정화과정
5. 탐색적 요인분석
Ⅴ. 결론


  • 정은정 Jeong, Yeun-Jeong. 광운대학교 도시계획부동산학과 박사과정
  • 박태원 Park, Tae-Won. 광운대학교 도시계획부동산학과 교수


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