| Summary: | 碩士 === 南臺科技大學 === 餐旅管理系 === 104 === Consumers in the past focused more on the benefits that the products brought to them. With the changes in consumer behavior, however, when the new generation consumers dine in the restaurants, they value more the feelings they have from the services. Previous studies have shown that the consumers use products or services to gain experiences which affect their consumer behavior . This study aims to explore the influences of the coffee shops consumer brand experiences (behaviors, emotions, perceptions, and thoughts) and music preferences on consumption emotions, consumer satisfaction and brand loyalty.
Partial Least Squares (PLS) is applied in this study to investigate the effects of the construct. The results reveal that “brand experiences” has significant effects on “consumption emotions” ; “Music preferences” has significant effects on “consumption emotions” ; “Consumption emotions” has significant effects on “consumer satisfaction” ; “Consumer satisfaction” has significant effects on “brand loyalty.” The findings hope to provide coffee shops with references, reinforcing their strategic thinking of brand operation. In academics, they also expect to give new directions to the future study of brand experiences’ effects on consumer behavior in the restaurant.
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