The Impact of Sensory Experience on the Buying Behavior of Coffee Shop Visitors in Indonesia

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2022-02-25 DOI:10.1080/08974438.2022.2043980

S. Candra, Elisse Tansiang Pandean, J. Harisson, Sheren Sutanto

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引用次数: 5

Abstract

Abstract Discussions about coffee shops usually concern the visitors, who obtain a sensory experience of the surroundings. Generally, several marketing management activities in these shops focus on the art and science aspects involved in choosing target markets. This research focuses on the factors that influence customers to visit a specific coffee shop based on their sensory experience and emotions. The primary data collection was via distributing structured questionnaires to respondents directly or through online media. The findings indicated that sensory experience influences positive and negative emotions, as well as behavioral intentions. Positive and negative emotions were also shown to affect behavioral intentions. Coffee shop owners must focus on designing every aspect of the sensory atmosphere offered by their business to provide an excellent customer experience. As a result, visitors will be eager to return, their buying behavior will improve, leading to increased consumer loyalty.

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感官体验对印尼咖啡店顾客购买行为的影响

关于咖啡店的讨论通常涉及到游客，他们获得了对周围环境的感官体验。一般来说，这些商店的一些营销管理活动侧重于选择目标市场所涉及的艺术和科学方面。本研究的重点是影响顾客访问特定咖啡店的因素，基于他们的感官体验和情绪。主要数据收集是通过直接或通过网络媒体向受访者分发结构化问卷。研究结果表明，感官体验影响积极和消极情绪，以及行为意图。积极和消极情绪也会影响行为意图。咖啡店老板必须专注于设计他们的业务所提供的感官氛围的各个方面，以提供出色的客户体验。这样一来，访问者就会渴望再次光顾，他们的购买行为就会改善，从而提高消费者的忠诚度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.