earticle

영어

Currently, cafe robots that extract coffee from the market have appeared. Cafe Robots guaranteed the taste of coffee, and also improved high efficiency and satisfaction for customer. In order to build up coffee environment combine with the fourth industry technology of ‘Cafe Where Cafe Robot’, it is necessary to analysis to cafe space design elements of existing cafe robot. Through space marketing stimulation, emotional response of customers has shown up in all kinds of ways. When comes the attitude of liking and consumer behavior, positive emotional responses is very important factor in influencing consumer attitudes and behavior during the course. In this way, this study tried to examine the impact of cafe design factors on positive emotional responses, place attachment, and revisit intention for consumers who have visited cafes where cafe robots were introduced, and to present basic data for efficient marketing strategies for continuous customer attraction. To achieve it, the questionnaire, was designed with measurement projects which based by theoretical advance research, which have been on-site research taking customers as targets who visited cafe with cafe robot in Beijing, Shanghai, Hang Zhou, Guang Zhou, Shen Zhen. In this survey, 480 questionnaires have been returned, among which 470 questionnaires were analysed and invalid 10 have been removed. To test the hypothesis of this study, we will carry out a statistical survey for collected samples, and use analytical programs SPSS V.25.0 and AMOS V.25.0. for an empirical analysis on frequency analysis, reliability analysis, validity analysis, confirmatory factory analysis, correlation analysis and structural equation modelling analysis and so on. The summary of research result through empirical analyses are following as: Firstly, space design element has a significant positive (+) impact on positive emotional responses. Secondly, positive emotional responses has a significant positive (+) impact on place attachment. Thirdly, positive emotional responses has a significant positive (+) impact on revisit Intention. Fourthly, place attachment has a significant positive (+) impact on revisit intention. Fifthly, positive emotional responses has a mediating effect between space design elements and place attachment. Sixthly, positive emotional responses has a mediating effect between between space design elements and revisit intention. According to above results, cafe space design has been drawn inspiration.