A Study on Purchasing Iced Coffee Based on the Experience of Consumers in their 20s: Focusing on Self-oriented Consumption and Other-oriented Consumption

Abstract

This study compared the effects of the channels mediating customer emotional responses and the channels mediating satisfaction in relation to the influence of marketing stimuli on word-of-mouth intentions in Korean fine dining restaurants. To this end, a total of 320 people were surveyed, and frequency analysis, reliability analysis, exploratory factor analysis, correlation analysis, and regression analysis (SPSS PROCESS macro model 4) were conducted using SPSS 18.0. The results of this study are as follows. First, customer emotional responses are partially mediated in the relationship between the influences of sensory marketing elements (sight, touch, hearing, and smell) on word-of-mouth intention. However, customer emotional response does not mediate in the relationship between taste factors and word of mouth intention. Second, satisfaction is partially mediated in the relationship between the effects of sensory marketing on word-of-mouth intention.