The Influence of Experiential Marketing on Consumers’ Repurchase Behavior of Specialty Coffee in Nonthaburi Province

Abstract

The objectives of this research were 1) to examine the levels of opinions toward experiential marketing and the repurchase behavior of specialty coffee consumers in Nonthaburi Province, and 2) to investigate the experiential marketing factors that influenced the repurchase behavior of specialty coffee products. This quantitative study employed a questionnaire as the primary data collection instrument and involved 400 respondents aged 20 years and above who had previously purchased specialty coffee products in Nonthaburi Province. A multi-stage sampling technique was used, beginning with convenience sampling followed by purposive sampling. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results revealed that most respondents were female, over 40 years old, held a master's degree, worked in private companies, and earned over 40,000 Baht per month. The majority visited specialty coffee shops once a week, spending 101–150 Baht per visit, and learned about specialty coffee shops primarily through social media. The main reason for purchasing specialty coffee was their preference for the quality of specialty coffee beans. Most consumers preferred on-premise consumption and commonly ordered cold beverages.

Overall, the respondents’ opinions toward experiential marketing related to specialty coffee repurchase behavior were rated at a high level. When considering each dimension, the highest rating was for Act Experience, followed by Sense Experience, Feel Experience, and Think Experience, and the lowest rating was for Relate Experience.

The hypothesis testing indicated that Sense Experience, Feel Experience, and Relate Experience had statistically significant effects on the repurchase behavior of specialty coffee consumers in Nonthaburi Province at the 0.05 significance level.