From servicescape to consumptionscape: a photo-elicitation study of Starbucks in the New China

• 成果类型: Article
• 署名作者: Venkatraman, Meera; Nelson, Teresa
• 署名单位: Suffolk University; Simmons University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/palgrave.jibs.8400353
• 发表日期: 2008
• 页码: 1010-1026
• 关键词: adoption of innovation; CHINA; global brand meaning; photo-elicitation; servicescape; Starbucks

摘要

A servicescape can be viewed as the frozen potential of a consumptionscape, which is unleashed when consumers twist the resources of its built environment for their own purposes. In this paper we explore how young, urban Chinese consumers transform the iconic global brand Starbucks into a consumptionscape through their enactment of personally meaningful experiences, roles, and identities in the setting. We employ the qualitative research methodology of photo-elicitation by having consumers record their experience in a Starbucks in Beijing through photography and later using these images as probes in a depth interview. The implications for new global servicescapes in local markets are discussed.