The Impact of Optimized 4C Marketing Mix on Consumer Purchase Intention of Vintage Coffee Shops: The Mediating Role of Brand Attachment and Moderating Effect of Solitude Preference

Abstract

Vintage coffee, as an emerging cross-border format integrating "vintage retail + boutique coffee", has become a key growth point in China's coffee industry under the background of experience economy and digital marketing. This study, grounded in the optimized 4C marketing theory, brand attachment theory and consumer segmentation theory, examines how the optimized 4C marketing mix elements influence consumer purchase intention, as well as the mediating role of brand attachment and the moderating effect of solitude preference. A questionnaire survey was conducted among 450 valid customers with consumption experience in vintage coffee shops, and data analysis was carried out using SPSS 26.0. Findings indicate that all four optimized 4C elements (experience value, psychological cost, spatial convenience, interactive communication) exert a significant impact on brand attachment and consumer purchase intention. Brand attachment plays a fully mediating role between psychological cost and purchase intention, and a partial mediating role between the other three 4C dimensions and purchase intention. Meanwhile, solitude preference has a significant positive moderating effect on the relationship between brand attachment and purchase intention. The research clarifies the influencing mechanism of consumer purchase intention in the vintage coffee format, and provides actionable recommendations for enterprises and valuable insights for comparable cross-border retail and catering formats.