파크골프장의 서비스스케이프, 감정적 반응, 행동의도 간의 구조적 관계
The Structural Relationships Among Servicescape, Emotional Response, and Behavioral Intention in Park Golf Courses
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This study aimed to identify the structural relationships among servicescape, emotional response, and behavioral intention in order to provide practical information for the activation of park golf courses from the perspective of participants' perceptions and behaviors. A survey was conducted with 189 park golf participants, and data were collected through self-administered questionnaires. The collected data were analyzed using SPSS 21.0 and AMOS 21.0 programs. The key findings are as follows: First, the analysis of the impact of servicescape on emotional response revealed that course management and surrounding environmental conditions had a positive effect on emotional response. Second, in examining the effect of servicescape on behavioral intention, course management and surrounding environmental conditions positively influenced word-of-mouth intention, and course management, in particular, positively affected revisit intention. Third, emotional response was found to have a positive effect on both word-of-mouth intention and revisit intention. Fourth, the structural relationship analysis among servicescape, emotional response, and behavioral intention showed that the influence among these factors was significant, but no mediating effect of emotional response was identified.
Abstract
This study aimed to identify the structural relationships among servicescape, emotional response, and behavioral intention in order to provide practical information for the activation of park golf courses from the perspective of participants' perceptions and behaviors. A survey was conducted with 189 park golf participants, and data were collected through self-administered questionnaires. The collected data were analyzed using SPSS 21.0 and AMOS 21.0 programs. The key findings are as follows: First, the analysis of the impact of servicescape on emotional response revealed that course management and surrounding environmental conditions had a positive effect on emotional response. Second, in examining the effect of servicescape on behavioral intention, course management and surrounding environmental conditions positively influenced word-of-mouth intention, and course management, in particular, positively affected revisit intention. Third, emotional response was found to have a positive effect on both word-of-mouth intention and revisit intention. Fourth, the structural relationship analysis among servicescape, emotional response, and behavioral intention showed that the influence among these factors was significant, but no mediating effect of emotional response was identified.
참고문헌 (35)
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