물리적환경의 적합성이 서비스품질 평가에 미치는 영향

• 영문명: The Influence of Physical Surrounding Congruity on Service Quality Evaluation: Moderating Effect of Perceived Risk on Purchasing and Involvement
• 발행기관: 한국관광학회
• 저자명: 강은숙 전병길
• 간행물 정보: 『관광학연구』제38권 제3호, 103~124쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.04.30

영문 초록

In this study, experiment has been performed. We planned ‘physical surrounding congruity X perceived risk on purchasing’ and also level of involvement with covariate. The visual clue and scenario were manipulated in order that the congruity and purchasing risks of a directed physical surrounding are perceived on the different levels by the subject group. The anticipated service quality was set up as a dependant variable. The summary of the research result is as follows. First, a properly directed physical surrounding has induced more positive evaluation of anticipated service quality compared with improperly directed physical surrounding. Second, the congruity of a physical surrounding has more significant influence on the service quality evaluation in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk. Third, the fact that the level of involvement moderates the effect of physical surrounding for the reasoning of the service quality was found out.

목차

I. 서론

II. 이론적 배경

III. 연구설계

IV. 분석결과

V. 결론

참고문헌

키워드

물리적환경 적합성 구매위험지각 관여도 Physical surrounding Congruity Perceived risks on purchasing Involvement