스크린골프장의 서비스스케이프가 재방문 의도에 미치는 영향 : SNS 신뢰에 따른 조절효과
The Influence of Service Scape in Screen Golf Practice Facilities on Revisit Intention : The Moderating Effect of SNS Trust
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초록
This study examines the impact of the servicescape of screen golf practice facilities on the intention to revisit, and subsequently verifies the moderating effect of SNS trust on significant paths. Data was collected from 247 participants using a self-assessment questionnaire identified through a preliminary examination, and the following conclusions were drawn. First, in the impact of the servicescape of screen golf practice facilities on the intention to revisit, the factors of accessibility, convenience, and attractiveness of the servicescape showed a positive influence on the intention to revisit. Notably, the contribution of the accessibility factor was relatively high, leading to the conclusion that operational strategies related to the convenience of movement paths, traffic convenience, and ease of access regarding the accessibility of screen golf practice facilities are important. Second, SNS trust among users showed a moderating effect in the path where the accessibility of the screen golf practice facility’s servicescape influences the intention to revisit. It was concluded that high levels of SNS trust can increase the influence of this path, and SNS trust can manifest its effect when the accessibility of the screen golf practice facility is excellent.
Abstract
This study examines the impact of the servicescape of screen golf practice facilities on the intention to revisit, and subsequently verifies the moderating effect of SNS trust on significant paths. Data was collected from 247 participants using a self-assessment questionnaire identified through a preliminary examination, and the following conclusions were drawn. First, in the impact of the servicescape of screen golf practice facilities on the intention to revisit, the factors of accessibility, convenience, and attractiveness of the servicescape showed a positive influence on the intention to revisit. Notably, the contribution of the accessibility factor was relatively high, leading to the conclusion that operational strategies related to the convenience of movement paths, traffic convenience, and ease of access regarding the accessibility of screen golf practice facilities are important. Second, SNS trust among users showed a moderating effect in the path where the accessibility of the screen golf practice facility’s servicescape influences the intention to revisit. It was concluded that high levels of SNS trust can increase the influence of this path, and SNS trust can manifest its effect when the accessibility of the screen golf practice facility is excellent.
참고문헌 (41)
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