Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Influence of the Physical Environment of Food Court on Perceived Crowding, Emotion and Behavior Intention

푸드코트의 물리적 환경이 지각된 혼잡과 감정 및 행동 의도에 미치는 영향

  • Jang, Yea-Jin (Dept. of College of Hotel and Tourism Management, Kyunghee University) ;
  • Kim, Min-Sung (Dept. of College of Hotel and Tourism Management, Kyunghee University) ;
  • Kim, Tae-Hee (Dept. of College of Hotel and Tourism Management, Kyunghee University)
  • 장여진 (경희대학교 호텔관광대학) ;
  • 김민성 (경희대학교 호텔관광대학) ;
  • 김태희 (경희대학교 호텔관광대학)
  • Received : 2009.05.27
  • Accepted : 2009.09.28
  • Published : 2009.10.31
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Abstract

The aim of this study was to identify relationships among the physical environments, perceived crowding of food courts, the influences of the perceived crowding on customers' emotion and behavior intentions to determine more desirable services and physical environments for the customers in order for the food courts to be more competitiveness. This study used a total 335 questionnaires out of 400 ones for statistical analyses. For the analyses in this study, the SPSS program was used to analyze the Cronbach $\alpha$ and factor analysis. In addition structural equation modeling analysis was used to analyze correlations and grade of effectiveness of variables proposed in the research hypothesis utilizing Window AMOS 5.0. This study found that design and people were affected by the perceived crowding among 3 physical factors, and the people were most effect relatively affected by perceived crowding. Also, the perceived crowding had an effect on positive and negative emotion, and then both of positive and negative emotion were affected to the customers' behavior intentions. As a result, this study demonstrates that as a customers' perceived crowding in a food court increases, the centralization of customers causes a further increase in the perceived crowding in a food court. Therefore this work provides an opportunity for managers in the foodservice industry. To accomplish this, appropriate crowding control will be necessary, and they should make customers feel less crowded, which in turn, will make customers make a positive emotion towards food courts. Based on the results of, if the appropriate measures are taken to control crowds, customers will have propose positive behavior intentions such as, an intention to revisit, staying for more time, and positive recommendation.

Keywords

References

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