식공간의 매력성이 레스토랑 서비스 품질 평가와 이용 의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study investigates the influence of the attractive dining space on customers` restaurant evaluation, using an experiment research method. It also examines whether the perceived risks in purchasing and the affect intensity moderate the effect of the attractive dining space on the restaurant evaluation. Service quality and purchasing intention are set up as a dependant variable in order to figure out the effect of the dining space. The summary of the research result is as follows. First, an attractive dining space induces more positive evaluation of service quality and increases purchasing intention. Second, an attractive dining space has more significant influence on the service quality and the purchasing intention of customers in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk. Third, it is shown that personal variable such as affect intensity moderates the effect of an attractive dining space on the service quality perception and the purchasing intention.

참고문헌 (Reference)

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