The Study of Consumers' Behavior towards Old House Café in Dadaocheng

Chia-Yu Ma ； Hsiao-Hui Liu ； Huang-Mei Zeng ； Hsiang-Yun Yen

《Applied Science and Management Research》 8卷1期 (2021/09) Pp. 29-41

https://doi.org/10.6511/ASMR.202109_8(1).0002

摘要

This study examined the relationship among repatronage intention, consuming experience and store atmosphere to understand the consumer behavior of the old house café. A total of 220 valid questionnaires were collected to use by purposive sampling which have been consuming the old house cafe in Dadaocheng. It found that there are four factors of sense, feel, think and act in experience marketing that have a significant positive relationship with the repatronage intention of the old house cafe. The repatronage intention also has a positive influence with the store atmosphere of social cues and ambient cues. The store atmosphere has an intermediary effect on the experience marketing and repatronage intention of the old house café, which means that the synergistic effect would be caused by the creation of the feel of experience consuming, as long as the unique ambient cues of store atmosphere and the service quality of employees. Therefore, this study suggests that the marketing strategy of the old house café in Dadaocheng not only to strengthen the unique nostalgic atmosphere and the service quality of the employee to enhance the willingness to re-consume, but also to take into account the needs of local consumers by using recreation and experience marketing as an auxiliary plan.

關鍵字

Experience Marketing ； Store Atmosphere ； Consumers' Behavior ； Dadaocheng ； Old House Café

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