顾客体验价值影响因素研究——以星巴克咖啡为例

随着社会经济的发展,消费水平和层次也相应提高。消费者需要的不仅仅是产品或服务,更需要通过对产品或服务的消费来获得充满感性的享受和难以忘怀的愉悦。以顾客体验价值理论为基础,以星巴克咖啡为实例,利用因子分析、相关分析和多元回归分析了影响顾客体验价值的因素,结果表明:影响顾客体验价值的因素有情境因素,也有顾客因素,而顾客的体验价值既包括心理体验价值,也包括感官体验价值。

Influencing Factors of Customer Experience Value:Take Starbucks Coffee as an Example

With the development of economy, the level and hierarchical of consumption have also increased. Consumers need not only to have the product and service, but also to have more perceptual enjoy and unforgettable cheerful through a product or a service. Based on customer experience value theory as the foundation, the paper takes Starbucks Coffee as an example, and analyzes the influencing factors of customer experience value by factor analysis, correlation analysis and multiple regression analysis. The results show that the influencing factors of customer experience value conclude situational factors and customer factors, and customer experience value concludes psychological experience value and sensory experience value.