학회지 「도시부동산연구」
한국도시부동산학회 홈페이지에 오신 것을 환영합니다.
스타벅스 매장의 공간구성요소에 관한 탐색적 분석 |
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| 2022년 12월. 13권 4호(통권34호) | ||
저자 |
저자명 정은정, 박태원 | |
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발행사 |
발행사 한국도시부동산학회 | |
ISSN |
ISSN 2800-0161 | |
주제어 |
주제어 스타벅스, 공간구성요소, 탐색적 요인분석 | |
요약 (영) |
요약 (영)
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. |
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원문보기 |
원문보기 | |
