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커피전문점의 감성마케팅과 SNS 활용이 브랜드 인지도와 소비자의 구매의도에 미치는 영향력에 관한 연구 : 창원지역을 중심으로
A Study on the Influence of Emotional Marketing and SNS Usage of Coffee Shops on Brand Awareness and Consumer's Purchase Intention -Research area in Changwon location- Kih-un, Ku This study is to examine the effect of the influence of Emotional Marketing on brand awareness and consumer's purchase intention in coffee shop. Also, this study investigates how SNS usage play mediating roles between emotional Marketing and brand awareness on focusing on coffee shop. Research was carried out based on precedent study and research through literature review. The SPSS 23.0 statistical package program was used and multiple regression analysis was performed to test the set hypothesis. The results of this study are summarized as follows. First, “Hypothesis 1: Emotional marketing of coffee specialty stores will have a positive effect on brand awareness.” was partially adopted. Detailed hypothesis 1-1, 1-2, 1-4 was adopted, detailed hypothesis 1-3 was rejected. Second, “Hypothesis 2: Brand awareness will have a positive (+) effect on purchase intention.” was adopted. Because consumers has considered a specific brand when they purchase a product, customers who use coffee specialty stores have a greater influence on purchase intention as their brand awareness increases. Third, we had proved the general hypothesis that brand awareness has a positive (+) influence on purchase intention. The results of this analysis showed that purchase intention was highly influenced by visual factors in the relationship between emotional marketing and purchasing intention, and it was also influenced by auditory, tactile, and olfactory factors. Therefore, "Hypothesis 3: Emotional marketing of coffee specialty stores will have a positive effect on purchase intention" was adopted, and detailed hypotheses 3-1, 3-2, 3-3, 3-4 was also adopted. Fourth, in general, as the use of SNS is high and actively used, it can be inferred that SNS will actively acquire, produce and spread information. It is possible to predict that there will be a close relationship between emotional marketing and brand awareness due to the use of SNS. Therefore, “Hypothesis 4: Using SNS will have mediating effect between brand recognition and purchase intention.” was adopted. The results of empirical analysis of this study showed that the visual, auditory, olfactory, and tactile factors of emotional marketing have some influence on brand awareness, and brand awareness has a great influence on purchase intention respectively. The visual, auditory, olfactory, and tactile factors of emotional marketing have also proven to have a positive (+) influence on purchase intention.
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