An Empirical Research On Relationship Of Starbucks Environmental Design And Customers' Repurchase Intention

The "Third Space" concept created by Starbucks is based on the brand experience,and there are antecedent variable before the brand experience,which is environmental design.The research of this thesis takes Starbucks as the research object and brand experience as the mediating variable to analyze the influence mechanism between environmental design and customers'repurchase intention.Based on Aaker's five-star model of brand equity and Schmitt's relevant theoretical model of brand experience,this research adds self-brand connection as variable.establishes the research model from environmental design,brand experience,self-brand connection to customers' repurchase intention.This model improves the problem of the incomplete transmission path of brand experience to customers'repurchase intention in the existing research,and expands the mechanism of brand experience.Through the research of this thesis,it analyzes the relationship between Starbucks' environmental design and customers' repurchase intention,and puts forward optimization suggestions on how Starbucks should improve customers'repurchase intention in the future in order to maintain an effective relationship with customers and improving corporate profits.Based on the empirical research methods,this thesis using the classic and verified scale proposed by famous scholars for reference to make the questionnaire.The research collects the data through questionnaire survey and analyzes the reliability and validity of the data through SPSS 22.0,establishes the structural equation through M Plus 7.4 after the questionnaire collection process,and finally draws the following conclusions:In the first place,environmental design has no direct significant effect on customers' repurchase intention,because a store only has the construction of environmental atmosphere can not be transformed into customers' repurchase intention without actual customers' personal perception,but environmental design has a direct and significant effect on brand experience,so Starbucks can enhance the brand experience through environmental design to enhance the customers' brand perception;Secondary,brand experience has a significant positive effect on self-brand connection,and self-brand connection also has a significant positive effect on customers' repurchase intention.However,brand experience has no significant effect on customers' repurchase intention,so Starbucks needs to establish the connection between customers and brands through an excellent brand direct experience to improve customers' repurchase intention.