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dc.contributor.advisorHo, Han-Chiangen_US
dc.contributor.authorMo, Yuwenen_US
dc.identifier.citationMo, Y. (2020). The usefulness of fully integrated in-store and augmented reality application in educating Chinese customer about coffee: the case of Starbucks [Unpublished bachelor's thesis]. Wenzhou-Kean University.en_US
dc.description.abstractStarbucks has been utilizing augmented reality (AR) as a form of experiential marketing, which has been effectively contributing to a positive Chinese customer-brand relationship and customer satisfaction through the creation of experiential value. Starbucks AR focuses not only on its product but also on an entire experience created for the customers. In this study, determined how Starbucks cultivates a unique coffee culture in China using augmented reality application in educating Chinese to gradually switch from tea beverage drinking to fresh coffee since its entrance into the Chinese market. DeLone and McLean’s (2003) IS Success model was used as a statistical method to assess the statistical significance of the proposed relationships among sets of observed variables. This study provides a relatively comprehensive review for marketers and scholars to know the Chinese coffee market, including development, structure, and Chinese coffee culture, especially the fresh coffee market. Meanwhile, understanding Starbucks’ marketing strategies and business model on cultivating coffee culture on Chinese millennium help global marketers and business to understand how to create appropriate marketing strategies to respond to local millennium consumers’ cultural background.en_US
dc.format.extent30 pagesen_US
dc.subject.lcshAugmented Realityen_US
dc.titleThe usefulness of fully integrated in-store and augmented reality application in educating Chinese customer about coffee: the case of Starbucksen_US
dc.rights.licenseAttribution-NonCommercial 4.0 International (CC BY-NC 4.0)en_US
wku.groupCollege of Business and Public Managementen_US
dc.subject.keywordsCustomer Shopping Experienceen_US
dc.subject.keywordsIn-store Technologyen_US
wku.thesis.degreeBachelor of Scienceen_US Universityen_US
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