오감 체험을 기반으로한 플래그십 스토어 아이덴티티 형성에 관한 연구 - 밀크 티(Milk tea) 전문점을 중심으로 - = A Study on the Formation of Flagship Store Identity Based on Five Senses Experience - Focusing on milk tea specialty store-

다국어 초록 (Multilingual Abstract)

(Background and Purpose) In the economic era, brands selling a single product try to differentiate and attract consumers, and the competition between brands is gradually intensified. In addition, brands not only sell their products to consumers through flagship shops, but they can also promote their positive brand image and build a unique brand identity by offering a five-sense experience space. Milk tea store is one of the rapidly rising brands in recent years. With the expansion of the market scale, the importance of the flagship store is becoming increasingly prominent. Therefore, this study aims to reveal the brand identity formation factors of consumer identity through memory and re-cognition based on the five senses experience, and to point out the direction for the future design of milk tea flagship shops. (Method) According to "Leading Brand Ranking of Chinese milk Tea Brands" released by China Brand Data Research Center, representative flagship stores of milk tea brands in China were selected. The survey will be conducted with 150 Chinese consumers aged between 22 and 42 years old and will be based on an analytical framework consisting of pictures of the space composition and sensory experience of a flagship milk tea shop. The questionnaire results were analysed by frequency analysis comparing whether Showcard differences were presented. The investigation mainly verified the correlation between the five sensory experience elements and the space of the flagship milk tea shop through correlation analysis to prove the feasibility of this study. In addition, regression analysis was used to derive the factors that have a positive impact on the brand and the consistency of memorability and reperception as brand identity formation factors. (Results) Frequency analysis results showed that the five senses experience elements of Hytea, Sexytea and Guming had a positive impact on the flagship stores, and Hytea was the most obvious one. Through the comprehensive analysis results of correlation analysis and regression analysis, it is obvious that color, light, touch, and material are important factors in the formation of brand characteristics. (Conclusions) The results of this study show that the five sensory experience elements that form the identity of the milk tea brand are colour, light, touch and material, based on the five sensory experience. Therefore, the flagship shop of a brand that sells its products is a space that offers a variety of experiences to the consumer and conveys a positive brand image together with the brand identity. According to the study, the space design of flagship shops is the most important factor in terms of colour, lighting, tactility and materials.

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