e-서비스스케이프와 고객의 감정적 반응 및 행동과의 관계

다국어 초록 (Multilingual Abstract)

Prior researches on servicescape have focused on physical space but this research is focused on cyber space, which is internet site. This research examines how various dimensions of e-servicescape influence customers` emotional responses in the internet service site and how these emotions, in turn, influence customers` approach/avoidance behavior. Through interview, it also supplements research on servicescape by identifying unique e-servicescape dimensions that are not tapped by off-line servicescape research. The data, collected from a sample of 143 internet service site user, indicate that e-servicescape is broken into three dimensions(ambient, layout functionality, aesthetics), and emotions experienced during visitation of internet service sites are broken into four dimensions(positive. arousal, negative, dominance). The results also show that e-servicescape dimensions have a pronounced effect on customers` emotions, and theses emotional experiences serve as critical mediators in the e-servicescape-customer behavior relationship. Thus, future research on servicescape need to pay farther attention to servicescape on internet site.

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