물리적환경의 적합성이 서비스품질 평가에 미치는 영향 -지각된 구매위험과 관여도의 조절효과- = The Influence of Physical Surrounding Congruity on Service Quality Evaluation : Moderating Effect of Perceived Risk on Purchasing and Involvement

다국어 초록 (Multilingual Abstract)

In this study, experiment has been performed. We planned ‘physical surrounding congruity X perceived risk on purchasing’ and also level of involvement with covariate. The visual clue and scenario were manipulated in order that the congruity and purchasing risks of a directed physical surrounding are perceived on the different levels by the subject group. The anticipated service quality was set up as a dependant variable. The summary of the research result is as follows. First, a properly directed physical surrounding has induced more positive evaluation of anticipated service quality compared with improperly directed physical surrounding. Second, the congruity of a physical surrounding has more significant influence on the service quality evaluation in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk.
Third, the fact that the level of involvement moderates the effect of physical surrounding for the reasoning of the service quality was found out.

참고문헌 (Reference)

1 황규선, "호텔연회의 식공간 연출과 테이블 데커레이션이 고객만족과 재방문에 미치는 영향" 한국관광연구학회 22 (22): 353-366, 2008

2 김찬주, "의복구매시 지각되는 위험과 위험감소행동에 대한 영향변인 연구" 19 (19): 434-447, 1995

3 원미향, "의복구매상황에 따른 점포선택행동에 관한 연구: 직업여성의 과제적 상황, 시간압박상황을 중심으로" 18 (18): 234-243, 1994

4 임경복, "의복구매상황에 따른 위험지각과 정보원 활용에 대한 연구 : 자기사용 상황과 선물구매 상황을 중심으로" 18 (18): 234-243, 2000

5 이정교, "유명 광고모델과 제품 간의 이미지 부조화의 정도가 광고와 브랜드에 대한 기억에 미치는 영향: 스키마 일치 이론을 중심으로" 한국광고홍보학회 7 (7): 169-192, 2005

6 전병길, "식공간의 매력성이 레스토랑 서비스 품질 평가와 이용 의도에 미치는 영향" 한국조리학회 16 (16): 208-220, 2010

7 전병길, "식공간 연출을 위한 물리적 환경의 기능: 이론적 고찰 및 제안" 한국식생활문화학회 20 (20): 644-651, 2005

8 이영원, "소비자의 지각 위험 및 상품 관여도가정보채널 평가에 미치는 영향: 온라인 구매를 중심으로" 한국언론학회 51 (51): 426-452, 2007

9 이학식, "소비자 정보처리에 대한 관여도와 광고유형의 조정적 역할" 19 (19): 87-115, 1990

10 양윤, "상표성격과 광고모델 이미지의 일치성이 광고 및 상표 선호도에 미치는 영향" 한국광고학회 15 (15): 65-82, 2004

11 이유재, "물리적환경이 서비스 품질평가에 미치는 영향에 관한 연구 : 이업종간 비교" 13 (13): 61-86, 1998

12 전병길, "레스토랑의 물리적 환경지각이 고객 태도형성에 미치는 영향 : 감정반응의 중개역할을 중심으로" 한국식생활문화학회 20 (20): 438-445, 2005

13 노영만, "레스토랑 환경지각이 소비자의 태도형성에 미치는 영향 : 심리반응의 중개역할" 경기대학교 일반대학원 2004

14 Sjodin, H., "When communication challenges brand associations : A framework for understanding consumer responses to brand image incongruity" 5 : 32-42, 2006

15 Dahlen, M., "To challenge or not to challenge: Ad-brand incongruency and brand familiarity" 68 (68): 20-35, 2004

16 Till, B. D., "The match-up hypothesis : Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs" 29 (29): 1-13, 2000

17 Baker J., "The influence of multiple store environment cues on perceived merchandise vale and patronage intention" 66 (66): 120-141, 2002

18 Baker, J., "The Service Challenge: Integrating for Competitive Advantage" American Marketing Association 79-84, 1987

19 Jacoby, J., "The Components of Perceived Risk" 382-393, 1972

20 Fisk, S. T., "Social Cognition" Addison-Wesley 1981

21 Puccinelli, N. M., "Should I stay or Should I go? mood congruity, self-monitoring and retail context preference" 60 : 640-648, 2007

22 Bitner, M. J., "Servicescapes: The impact of physical surroundings on customers and employees" 56 (56): 57-71, 1992

23 Meyers-Levy, J., "Schema congruity as a basis for product evaluation" 16 (16): 39-54, 1989

24 Dowling, G. R., "Perceived risk : The construct and its measurement" 3 : 193-210, 1986

25 Zaichkowsky, J. L., "Measuring the involvement construct" 12 (12): 341-352, 1985

26 Till, B. D., "Matching products with endorsers : Attractiveness versus expertise" 15 (15): 576-584, 1998

27 Cho, J., "Likelihood to abort an online transaction : Influences from cognitive evaluations, attitudes, and behavioral variables" 41 : 827-838, 2003

28 Meyers-Levy, J., "How does the congruity of brand names affect evaluations of brand name extensions?" 79 (79): 46-53, 1994

29 Bitner, M. J., "Evaluating service encounters: The effect of physical surroundings and employee responses" 54 (54): 69-82, 1990

30 Kressmann, F., "Direct and indirect effects of self-image congruence on brand loyalty" 59 (59): 955-964, 2006

31 Jarvenpaa, S. L., "Consumer trust in internet store" 1 (1): 45-71, 2000

32 Assael, H., "Consumer Behavior and Marketing Action" Kent Publishing Co 1984

33 Engel, J. F., "Consumer Behavior" Dryden 1982

34 Goodstein, R. C., "Category-based applications and extensions in advertising: motivating more extensive ad processing" 20 (20): 87-97, 1993

35 Petty, R. E., "Attitudes and Persuasion: Classic and Contemporary Approaches" Wm. C. Brown 1981

36 Richins, M. L., "After the new wear off : The temporal context of product involvement" 13 (13): 280-285, 1986

37 Dholakia, U. M., "A motivational process model of product involvement and consumer risk perception" 35 (35): 1340-1360, 2001