수제맥주 전문점의 소비자 감성적 선택속성과 고객만족에 관한 연구

A Study on the Consumer Emotional Selection Attributes and Consumer Satisfaction of Craft Beer Shop: Focusing on the mediating effect of sensory experience

A study of This research examines the influence of consumers' emotional selection attributes on consumers' satisfaction from the craft beer shop. Past researches have only focused on identifying selection attributes of craft beer shop in relation to the consumers' satisfaction. In order to expand research scope of selection attributes theory, this research investigates how emotional selection attributes directly affect consumers' sensory experience and satisfaction. Data for empirical analysis were collected from survey of 242 customers who visited craft beer stores. Empirical analysis was analyzed by structural equation model(SEM). The result of this research shows that emotional space and emotional service are the key factors that have a positive influence on customers' sensory experience, while emotional brand has not significant on customers' sensory experience. Also, sensory experience has a influence on consumers' satisfaction. Finally, the mediating effect of the sensory experience on the relationship between emotional selection attributes and consumers' satisfaction was founded. Based on these empirical research, implications and limitations of this research are discussed.