본문 바로가기
KERD
논문KCI 등재

유아용품 전시박람회의 서비스스케이프가 구매행동에 미치는 영향

The Impact of Servicescape on Purchasing Behavior: A Case of Baby Goods Exhibition

Byeong-Cheol Lee
한국유통과학회 (Korea Distribution Science Association)|2018.06|유통과학연구 (Journal of Distribution Science)|제16권 제6호|pp. 65-75|DOI 10.15722/jds.16.6.201806.65

0

조회

0

다운로드

1

인용

0

참고문헌

키워드

Physical EnvironmentServicescapePurchasing BehaviorStore AtmosphereExhibition.

초록

Purpose – The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers’ purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer’s purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology – Servicescape was divided into four main components: ‘spatial layout/functionality’, ‘ambient condition’, ‘design/artifacts’, and ‘human factor’. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer’s shopping duration and the number of consultations which in turn, affects consumer’s actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results – The results showed that except for ‘spatial layout/functionality’, all components of servicescape had a significant influence on consumer’s shopping duration in the exhibition. Except for ‘design/artifacts’, other factors of servicescape did not show a significant effect on ‘the number of consultations’. Interestingly, ‘design/artifacts’ exerted a significant negative effect on ‘the number of consultations’. As expected, ‘time spent’ and ‘number of consultations’ showed significant effects on both ‘the number of items purchased’ and ‘amount of money spent’. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers’ purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer’s desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on ‘design/artifacts’ to increase consumers’ shopping duration can cause a side effect that reduces opportunities for interactions with customers.

Abstract

Purpose – The exhibition is one of the critical distribution channels that leads to mass sales of products. Servicescape is considered as an effective means facilitating consumers’ purchasing behavior. The objective of this research is to examine the effects of servicescape of the exhibition on consumer’s purchasing behavior measured by time spent, the number of consultations, the number of items purchased, and amount of money spent. Research design, data, and methodology – Servicescape was divided into four main components: ‘spatial layout/functionality’, ‘ambient condition’, ‘design/artifacts’, and ‘human factor’. Based on previous studies, this study hypothesized that servicescape dimensions first influence consumer’s shopping duration and the number of consultations which in turn, affects consumer’s actual purchase. A total of 407 samples were collected from attendees in Baby Expo taken place in Kyunggido, South Korea. The data were used to assess overall fit of the proposed model and test hypotheses using structural equation modeling. All the constructs had acceptable levels of composite reliability and convergent and discriminant validity. Results – The results showed that except for ‘spatial layout/functionality’, all components of servicescape had a significant influence on consumer’s shopping duration in the exhibition. Except for ‘design/artifacts’, other factors of servicescape did not show a significant effect on ‘the number of consultations’. Interestingly, ‘design/artifacts’ exerted a significant negative effect on ‘the number of consultations’. As expected, ‘time spent’ and ‘number of consultations’ showed significant effects on both ‘the number of items purchased’ and ‘amount of money spent’. Conclusions - The results offer some insights into the effect of servicescape on facilitating consumers’ purchasing behavior in the context of the exhibition. Theoretically, this study provides a new type of conceptual framework that verifies the relationships between not only servicescape and purchasing behavior, but also purchasing behavior-related variables. In addition, this study supports the concept of a dark side of servicescape. With regards to practical implications, this study suggests that exhibition organizers should put more efforts in facilitating consumer’s desire to stay. More importantly, organizers need to keep in mind that excessive emphasis on ‘design/artifacts’ to increase consumers’ shopping duration can cause a side effect that reduces opportunities for interactions with customers.

참고문헌 (54)

  1. Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  2. Valéry Bezençon, "Producers and the fair trade distribution systems: what are the benefits and problems?", Sustainable Development, 19(1), pp.60~70 (2011), Wiley[DOI]
  3. Mary Jo Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees", Journal of Marketing, 56(2), pp.57~71 (1992), SAGE Publications[DOI]
  4. Kuo-Chien Chang, "Effect of servicescape on customer behavioral intentions: Moderating roles of service climate and employee engagement", International Journal of Hospitality Management, 53, pp.116~128 (2016), Elsevier BV[DOI]
  5. Alain d'Astous, "Irritating Aspects of the Shopping Environment", Journal of Business Research, 49(2), pp.149~156 (2000), Elsevier BV[DOI]
  6. Donavan, R. J., "Store atmosphere:An environmental psychology approach", Journal of Retailing, (58), pp.34~57 (1982)
  7. R Donovan, "Store atmosphere and purchasing behavior", Journal of Retailing, 70(3), pp.283~294 (1994), Elsevier BV[DOI]
  8. Claes Fornell, "Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics", Journal of Marketing Research, 18(3), pp.382~388 (1981), JSTOR[DOI]
  9. Heesup Han, "The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry", Journal of Hospitality & Tourism Research, 33(4), pp.487~510 (2009), SAGE Publications[DOI]
  10. Kåre Hansen, "Measuring performance at trade shows", Journal of Business Research, 57(1), pp.1~13 (2004), Elsevier BV[DOI]
  11. Veena Jadhav, "Employee Expectation to Demonstrate Innovative Work Behaviour in Asia", The Journal of Asian Finance, Economics and Business, 4(1), pp.67~78 (2017), 한국유통과학회
  12. Gyeong-Cho Kim, "A Study on the Effects of Super-Supermarket Service Quality on Satisfaction in Store Selection", 산경연구논집, 4(2), pp.41~49 (2013), 한국유통과학회
  13. 김종진, "An Analysis on the Purchasing Behavior of the User through the Characteristics of Social Commerce", East Asian Journal of Business Economics, 3(4), pp.5~8 (2015), 동아시아경상학회
  14. Woo Gon Kim, "Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type", International Journal of Hospitality Management, 28(1), pp.144~156 (2009), Elsevier BV[DOI]
  15. Ryeok-Hwan Kwon, "Evaluating servicescape designs using a VR-based laboratory experiment: A case of a Duty-free Shop", Journal of Retailing and Consumer Services, 26, pp.32~40 (2015), Elsevier BV[DOI]
  16. Long W. Lam, "Does the look matter? The impact of casino servicescape on gaming customer satisfaction, intention to revisit, and desire to stay", International Journal of Hospitality Management, 30(3), pp.558~567 (2011), Elsevier BV[DOI]
  17. 이응권, "The Management of International Distribution Channels: Focusing on the Perspective Korean Exporting Companies", East Asian Journal of Business Economics, 6(1), pp.47~63 (2018), 동아시아경상학회[DOI]
  18. Nathaniel D. Line, "The Social Servicescape: A Multidimensional Operationalization", Journal of Hospitality & Tourism Research, 43(2), pp.167~187 (2018), SAGE Publications[DOI]
  19. Loudon, D. L., "Consumer behavior : Concepts and Applications" (1993), McGraw-Hill
  20. Michela Mari, "Servicescape cues and customer behavior: a systematic literature review and research agenda", The Service Industries Journal, 33(2), pp.171~199 (2013), Informa UK Limited[DOI]
  21. Sana Mehmood, "Comparative Analysis of Consumer‘s Impulse Buying Behavior with Different Household Incomes: Empirical Evidence from Faisalabad", East Asian Journal of Business Economics, 5(2), pp.38~47 (2017), 동아시아경상학회[DOI]
  22. Mehrabian, A., "An approach to environmental psychology" (1974), The MIT Press
  23. Bo Meng, "Theme restaurants’ servicescape in developing quality of life: The moderating effect of perceived authenticity", International Journal of Hospitality Management, 65, pp.89~99 (2017), Elsevier BV[DOI]
  24. Michael Morrison, "In-store music and aroma influences on shopper behavior and satisfaction", Journal of Business Research, 64(6), pp.558~564 (2011), Elsevier BV[DOI]
  25. Kathleen Beard Nelson, "Enhancing the Attendee's Experience through Creative Design of the Event Environment: Applying Goffman's Dramaturgical Perspective", Journal of Convention & Event Tourism, 10(2), pp.120~133 (2009), Informa UK Limited[DOI]
  26. Doan T. Nguyen, "Service convenience and social servicescape: retail vs hedonic setting", Journal of Services Marketing, 26(4), pp.265~277 (2012), Emerald[DOI]
  27. Nha Nguyen, "Contact personnel, physical environment and the perceived corporate image of intangible services by new clients", International Journal of Service Industry Management, 13(3), pp.242~262 (2002), Emerald[DOI]
  28. Nunnally, J. C., "Psychometric Theory" (1978), McGraw-Hill
  29. Patil, S., "Impact of retail servicescape on buying behavior", BVIMSR’s Journal of Management Research, 6(1), pp.10~17 (2014)
  30. Sanjeev Prashar, "Factors Defining Store Atmospherics in Convenience Stores: An Analytical Study of Delhi Malls in India", The Journal of Asian Finance, Economics and Business, 2(3), pp.5~15 (2015), 한국유통과학회
  31. Nusser A. Raajpoot, "TANGSERV", Journal of Foodservice Business Research, 5(2), pp.109~127 (2010), Informa UK Limited[DOI]
  32. Mahfuzur Rahman, "Brands and Competing Factors in Purchasing Hand Phones in the Malaysian Market", The Journal of Asian Finance, Economics and Business, 4(2), pp.75~80 (2017), 한국유통과학회
  33. Anja Reimer, "The impact of servicescape on quality perception", European Journal of Marketing, 39(7, pp.8) (2005), 785~808[DOI]
  34. Kate L. Reynolds, "Dysfunctional Customer Behavior Severity: An Empirical Examination", Journal of Retailing, 85(3), pp.321~335 (2009), Elsevier BV[DOI]
  35. Mark S. Rosenbaum, "The symbolic servicescape: Your kind is welcomed here", Journal of Consumer Behaviour, 4(4), pp.257~267 (2005), Wiley[DOI]
  36. Raymond P. Fisk, "An expanded servicescape perspective", Journal of Service Management, 22(4), pp.471~490 (2011), Emerald[DOI]
  37. Philip J. Rosson, "Visitor and exhibitor interaction at industrial trade fairs", Journal of Business Research, 32(1), pp.81~90 (1995), Elsevier BV[DOI]
  38. Luis Rubalcaba-Bermejo, "Urban Hierarchies and Territorial Competition in Europe: Exploring the Role of Fairs and Exhibitions", Urban Studies, 32(2), pp.379~400 (2016), SAGE Publications[DOI]
  39. Jay-Sang Ryu, "The Effects of Store Environment on Shopping Behavior: The Role of Consumer Idiocentrism and Allocentrism", Asian Journal of Business Environment, 5(4), pp.5~11 (2015), 한국유통과학회
  40. Moon-Sang Lyu, "국내 면세점 점포속성 중요도에 대한 내국인 소비자 평가가 만족에 미치는 영향 연구", 산경연구논집, 9(2), pp.73~80 (2018), 한국유통과학회
  41. Schiffman, L. G., "Consumer Behavior" (2014), Pearson
  42. Schiffman, L. G., "Consumer Behaviour: A European Outlook", pp.2011, Financial Times
  43. Xiangdong Shen, "커피전문점의 서비스스케이프가 고객충성도에 미치는 영향 - 전주 지역을 중심으로", 산경연구논집, 9(3), pp.89~98 (2018), 한국유통과학회
  44. Chung-Sub Shin, "The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty", Asian Journal of Business Environment, 5(4), pp.47~57 (2015), 한국유통과학회
  45. Noel Yee-Man Siu, "The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao", International Journal of Hospitality Management, 31(1), pp.236~246 (2012), Elsevier BV[DOI]
  46. Solomon, M. R., "Consumer behavior: Buying, having, and being" (2014), Pearson
  47. Kordelia Spies, "Store atmosphere, mood and purchasing behavior", International Journal of Research in Marketing, 14(1), pp.1~17 (1997), Elsevier BV[DOI]
  48. Susan H.C. Tai, "Application of an environmental psychology model to in-store buying behaviour", The International Review of Retail, Distribution and Consumer Research, 7(4), pp.311~337 (2011), Informa UK Limited[DOI]
  49. John F. Tanner, "Trade show objectives, management, and staffing practices", Industrial Marketing Management, 24(4), pp.257~264 (1995), Elsevier BV[DOI]
  50. Alastair Tombs, "Social-Servicescape Conceptual Model", Marketing Theory, 3(4), pp.447~475 (2016), SAGE Publications[DOI]
  51. Pranay Verma, "Moderating Effect of Color on Store Atmospherics Predictors", Asian Journal of Business Environment, 7(1), pp.13~23 (2017), 한국유통과학회
  52. Kirk L. Wakefield, "The Importance of Servicescapes in Leisure Service Settings", Journal of Services Marketing, 8(3), pp.66~76 (1994), Emerald[DOI]
  53. Xiaoli Yi, "Constructing a model of exhibition attachment: Motivation, attachment, and loyalty", Tourism Management, 65, pp.224~236 (2018), Elsevier BV[DOI]
  54. Zeithaml, V. A., "Services Marketing: Integrating Customer Focus across the Firm" (2009), McGraw-Hill Irwin

관련 논문AI추천

전시박람회 서비스스케이프와 참관객 체류시간의 관계연구김지윤, 이병철한국마이스관광학회 · MICE관광연구2014 · 제14권 제3호전시컨벤션의 서비스스케이프가 감정반응과 행동의도에 미치는 영향 : 대전 국제 푸드 & 와인 페스티벌 방문객을 중심으로임정우, 전현모한국마이스관광학회 · MICE관광연구2014 · 제14권 제2호전시박람회 서비스스케이프와 감정반응간의 관계 연구 : 관여도의 조절효과를 중심으로김창수, 운승원, 허성란한국관광산업학회 · Tourism Research2012 · 제36호컨벤션센터 서비스스케이프가 전시회 참관객의 만족과 행동의도에 미치는 영향: 수원 컨벤션센터를 대상으로정봉희관광경영학회 · 관광경영연구2020 · 제24권 제1호전시박람회 참관객의 행동의도 예측력 비교김철원, 조지민관광경영학회 · 관광경영연구2016 · 제20권 제2호전시회 서비스품질이 참관객 만족도 및 행동의도에 미치는 영향 전시 관여도 조절효과를 중심으로김현주, 하홍국관광경영학회 · 관광경영연구2020 · 제24권 제5호

이 간행물의 다른 논문 (7건)

Studies on Better Management Skills in Korean ShippingJin-Hwan Kimpp. 5-13Distribution and Application of Community-based Disaster Risk Information : Lessons from Shiga Prefecture in JapanJunho Choi, Choong-Ik Choipp. 15-23The Role of Structural Holes in Uncertain Environments in Channel RelationshipsMin-Jung Kimpp. 25-35A Study on Moment of Truth of Household Telecommunication and Distribution Services in KoreaHwa-Yeol Choi, 이혁진pp. 37-53전통시장 내 소매업 경쟁구조에 관한 연구이철성, Young-Ki Kim, Seung-Hee Kimpp. 55-63
원문 보기