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영화관의 물리적 환경이 관객의 감정과 태도에 미치는 영향
심재규(Shim Chae-Gyu),장원재(Chang Won-Jae),황인창(Whang In-Chang) 조선대학교 지식경영연구원 2005 지역개발연구 Vol.10 No.1
As the trend of the movie theaters operation changes from single movie operation to multiflex movie operation, the choice behavior of the audiences is also changing rapidly. The audiences choose the theatre first and then choose the movie in the theater. So physical surroundings of the theatres are more important than ever in audiences' choosing the theater. The main issue of this article is verifying the effects of the multiflex movie theater's physical surroundings on the consumer affects and attitudes. The results show that physical surroundings such as approach, convenience facility, cleanliness, attraction influence on the consumer affects(hedonic feelings and utilitarian feelings) and then the affects influence on the attitudes.