A study on the impact of service quality of stage performance on willingness to continuously watch based on virtual reality technology
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
본 논문은 가상현실 기술 플랫폼에서 지속적으로 무대 공연을 관람하고자 하는 소비자의 의지와 그 안에서 심리적 계약의 매개 역할을 탐색하기 위해 서비스 품질 이론을 통합하여 지속적인관람 모델을 구축하고 실증적 분석을 수행하고자 한다. 본 논문에서는 제안된 가설을 검증하기위해 SPSS와 AMOS 소프트웨어 분석을 사용하였다. 가설검증을 통해 1. 상호작용의 질, 물리적환경의 질, 결과의 질이 심리적 계약에 정(+)의 영향을 미치고 2. 심리적 계약이 계속 시청하려는의지에 정(+)의 영향을 미친다 3. 상호작용의 질, 신체적 환경 품질 및 결과 품질은 심리적 계약을 통해 계속 시청하려는 의향에 긍정적인 영향을 미친 것으로 나타났다. 따라서 이 모델은 기업이 자신의 서비스 품질에 대한 소비자의 인식을 파악하고 특정 전략을 수립하며 무대 공연 기업에 새로운 방향과 통찰력을 제공하는 데 참고할 수 있다.
Abstract
In this paper, we attempt to explore consumers' willingness to continuously watch stage performances on virtual reality technology platforms and the mediating role of the psychological contract in it through the integration of service quality theory, thus constructing a continuous viewing model and conducting an empirical analysis through SPSS and AMOS. Through the analysis, we came to the following conclusions: 1. Interaction quality, physical environment quality, and outcome quality have a positive impact on psychological contract; 2. The psychological contract has a positive impact on the willingness to continuously watch; 3. Interaction quality, physical environment quality, and outcome quality positively influence the willingness to continuously watch through psychological contract. Therefore, this model can be used by companies to grasp consumers' perceptions of their own service quality and to formulate specific strategies, and it provides new directions and insights for stage performance companies.
참고문헌 (12)
- Ali, AM, "The Impact of Service Quality Dimensions on Customer Satisfaction: Case Study of University Utara Malaysia", Asian Journal of Social Sciences and Management Studies, 9(1), pp.11~17 (2022)[DOI]
- Bitner, M.J, "Servicescapes: The impact of physical surroundings on customers and employees", Journal of marketing, 56(2), pp.57~71 (1992)[DOI]
- Choi, B. J, "The impact of outcome quality, interaction quality, and peer‐to‐peer quality on customer satisfaction with a hospital service", Managing Service Quality: An International Journal (2013)[DOI]
- Choy, JY, "Hierarchical Service Quality Analysis Using Structural Equation Modeling (SEM): A Case on Malaysian Taxi", Asian Journal of Research in Business and Management, 4(1), pp.269~286 (2022)[DOI]
- Eskiler, E, "Effect of Customer Experience Quality on Loyalty in Fitness Services", Physical Culture and Sport, 94(1), pp.21~34 (2022)[DOI]
- Geng, R, "The Influencing Mechanism of Interaction Quality of UGC on Consumers’ Purchase Intention–An Empirical Analysis", Frontiers in Psychology (2021)[DOI]
- Nguyen, N, "The impact of retailers' indoor environmental quality on consumer purchase decision", International Journal of Retail & Distribution Management (2021)[DOI]
- Pelau, C, "What makes an AI device human-like? The role of interaction quality, empathy and perceived psychological anthropomorphic characteristics in the acceptance of artificial intelligence in the service industry", Computers in Human Behavior, 122, pp.106855~ (2021)[DOI]
- Singh, G, "Antecedents involved in developing fast-food restaurant customer loyalty", The TQM Journal (2020)[DOI]
- Cronin Jr. J.J, "SERVPERF vs. SERVQUAL:reconciling performance based and perceptions-minus-expectations measurement of service quality", Journal of Marketing, 58(1), pp.125~131 (1994)[DOI]
- Blancero Ellram, "Strategic supplier partnering: a psychological contract perspective", International Journal of Physical Distribution &Logistics Management, 27(9-10), pp.616~629 (1997)[DOI]
- Lushand Brown, "Interdependency, Contracting, and Relational Behavior in Marketing Channels", Journal of Marketing, 60(4), pp.19~38 (1996)[DOI]