This study investigates the antecedents and consequences of brand satisfaction with the moderating role of type of barista. For this, data were collected from customers who used a coffee shop operated by robot baristas and customers who used a coffee shop operated by human baristas. The data analysis results showed that the four types of brand experience, such as sensory, affective, behavioral, and intellectual brand experiences, help to enhance brand satisfaction, which positively affects brand attitude, brand attachment, and brand loyalty. Finally, the type of barista plays a moderating role in the relationship between (1) sensory brand experience and brand satisfaction and (2) intellectual brand experience and brand satisfaction.

本研究通过咖啡师类型的调节作用调查品牌满意度的前因和后果。为此，数据是从使用机器人咖啡师经营的咖啡店的顾客和使用人类咖啡师经营的咖啡店的顾客那里收集的。数据分析结果表明，感官、情感、行为和智力品牌体验四种品牌体验有助于提升品牌满意度，对品牌态度、品牌依恋和品牌忠诚度产生积极影响。最后，咖啡师的类型在 (1) 感官品牌体验和品牌满意度和 (2) 智力品牌体验和品牌满意度之间的关系中起调节作用。