英文摘要 |
This qualitative study applied the Strategic Experiential Module proposed by Schmitt(1999a)to explore the specific content of consumers’ experiences of SENSE, FEEL, THINK, ACT, and RELATE when they consumed in the Starbucks Coffee Company. Thirty consumers were involved in the in-depth interview. The results of content analysis showed that the SENSE experience mainly depended through consumers’ eyes, while FEEL experience was created by store environment. THINK experience in the Starbucks Coffee was brought by surprises which led to provocation. ACT experience was resulted from consumers’ physical body, while RELATE generated by belongingness and social identity under the brand community. There were seven propositions established for future empirical research. |