The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effects of Servicescapes in the Hospitality Business on Purchasing Intentions: Indirect Influence of Emotions in Korean Coffee-shop Cases

환대서비스의 물리적 환경이 감정을 통해 구매의도에 미치는 영향 -국내 커피전문점을 중심으로-

  • Received : 2012.08.06
  • Accepted : 2012.09.12
  • Published : 2013.01.28
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Abstract

Physical environments of service firms have been found to influence on customers' quality and purchase intentions. This study began with the preposition that purchase of service products derived from utilitarian or hedonic needs would be different in the influential path. With cases of Korean coffee-shops, this study found ambient, interior, cleanliness of physical environment directly influence to customers' emotion but indirectly influences to purchase intentions. The study also found, differently from some previous studies, appearances of employees had no effect on emotion nor on purchase intentions.

서비스기업의 물리적환경은 고객들의 서비스 품질인지와 구매 행동에 영향을 미친다는 연구가 있어왔다. 그러나 쾌락적 욕구와 실용적 욕구에 의한 구매는 다른 경로를 통하여 구매의도에 영향을 미칠 것이라는 가설을 갖고 본 연구를 시작 하였다. 본 연구에서는 쾌락적 욕구에 의한 구매가 많을 것이라 판단되는 국내 커피전문점을 이용하여 서비스 업장의 물리적 환경이 미치는 영향을 실증연구해본 결과: 커피전문점의 물리적 환경 요인인 분위기, 인테리어, 청결은 고객의 감정에 직접적인 영향을 미치는 것으로 나타났으나 종업원의 외모는 감정에 유의한 영향을 미치지 않는 것으로 파악되었다. 그리고 물리적 환경이 구매의도에 미치는 영향은 감정을 경유한 간접영향을 미치는 것으로 나타났다.

Keywords

References

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