유아용품 전시박람회의 서비스스케이프가 구매행동에 미치는 영향

• 영문명: The Impact of Servicescape on Purchasing Behavior : A Case of Baby Goods Exhibition
• 발행기관: 한국유통과학회
• 저자명: Byeong-Cheol Lee(이병철)
• 간행물 정보: 『유통과학연구(JDS)』제16권 제6호, 65~75쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

Purpose – The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers’ purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer’s purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology – Servicescape was divided into four main components: ‘spatial layout/functionality’, ‘ambient condition’, ‘design/artifacts’, and ‘human factor’. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer’s shopping duration and the number of consultations which in turn, affects consumer’s actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results – The results showed that except for ‘spatial layout/functionality’, all components of servicescape had a significant influence on consumer’s shopping duration in the exhibition. Except for ‘design/artifacts’, other factors of servicescape did not show a significant effect on ‘the number of consultations’. Interestingly, ‘design/artifacts’ exerted a significant negative effect on ‘the number of consultations’. As expected, ‘time spent’ and ‘number of consultations’ showed significant effects on both ‘the number of items purchased’ and ‘amount of money spent’. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers’ purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of c

목차

1. 서론

2. 이론적 배경

3. 연구설계

4. 분석결과

5. 결론

키워드

Servicescape Store Atmosphere Physical Environment Purchasing Behavior Exhibition.