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시각서비스 환경과 감정적만족 및 재방문의도 관계에서 이미지의 역할 - 패밀리 레스토랑을 중심으로 -

Role of Image in Explaining Relationships Between Visual Service Environment, Affective Satisfaction and Revisit Intention - Focused on Family Restaurant Service Setting-

최철재
한국디자인트렌드학회 (Korea Society of Design Trend)|2014.11|한국디자인포럼 (Journal of Korea Design Forum)|제45호|pp. 17-26|DOI 10.21326/ksdt.2014..45.002

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참고문헌

키워드

이미지Image시각서비스 환경감정적 만족Visual Service environmentAffective satisfaction
주제분류디자인

초록

본 연구에서는 레스토랑을 대상으로 주변시각환경, 실내시각환경, 조형물시각환경 등 시각서비스 환경이 소비자의 감정적 만족과 이미지에 미치는 영향을 확인하고, 또한 감정적만족, 이미지, 재방문의도 상호관계를 검증함으로써 구조적 인과관계를 밝히며 이미지의 역할을 설명하고자 하였다. 이를 위해 레스토랑 이용 경험자를 대상으로 자료를 수집하였고, SPSS 21.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석을 통해 제기된 연구가설을 검증하였다. 연구결과, 첫째, 주변시각환경 및 조형물시각환경은 모두 감정적 만족 및 이미지에 유의한 영향을 준 반면, 실내시각환경은 통계적으로 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 이미지는 감정적 만족 및 재방문의도에 영향을 주는 것으로 확인되었다. 셋째, 감정적만족은 재방문의도에 직접적인 영향을 주는 것으로 확인되었다. 이상과 같이 본 연구에서 레스토랑 소비자는 주변시각환경 및 조형물시각환경 등에 대해 감정적만족과 이미지를 형성하였고, 감정적으로 만족한 소비자가 재방문의도를 가지는데 이미지가 큰 역할을 수행함을 확인하였다. 따라서 시각서비스 환경과 감정적만족 및 재방문의도 관계에서 이미지의 중요성을 확인하였다.

Abstract

This paper is to identifies how visual service environment factors such as ambient visual environment, indoor visual environment and artifacts visual environment have effect on affective satisfaction and image, and affective satisfaction has influences on revisit intention, and then verifies what's role of image in relationships between affective satisfaction and revisit intention. A survey study was conducted to collect the data with consumers who have experience purchase or search on restaurants. Analysis of structural equation modeling with SPSS 21.0 and AMOS 20.0 was performed to test the research hypothesis. The results of the study are as follows: First, it was found that ambient visual environment and artifacts visual environment have effect on affective satisfaction and image but there are no impact on relationship between indoor visual environment and affective satisfaction and image. Second, image has an effects on both affective satisfaction and revisit intention. Finally, affective satisfaction has effects on revisit intention. In sum, users’ perception on visual environment factors such as ambient visual environment and artifacts visual environment have influence on affective satisfaction, which, in turn, has effects on revisit intention through image. Therefore, it found out that image has causal role in explaining relationships between visual service environment, affective satisfaction and revisit intention.

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