초록 열기/닫기 버튼
The purpose of this study is to verify the structural relationship among 4 typical factor sensory experience, customer's emotion, brand attitude, and behavioral intention in family restaurant. To test each measures; predictive utility in this context with AMOS. Sampling in this study is limited to the family restaurant customers in Busan and Seoul. The responders included 375. Data were analyzed by frequency, factor analysis, and AMOS. As the result, 4 typical factors of sensory experience were major to influence on the positive emotion while 3 typical factors of sensory experience were major to influence on the negative emotion. Positive emotion was major determinant to influence on the brand attitude, but negative emotion wasn't to influence on the brand attitude. And brand attitude was major to influence on the behavioral intention.
The purpose of this study is to verify the structural relationship among 4 typical factor sensory experience, customer's emotion, brand attitude, and behavioral intention in family restaurant. To test each measures; predictive utility in this context with AMOS. Sampling in this study is limited to the family restaurant customers in Busan and Seoul. The responders included 375. Data were analyzed by frequency, factor analysis, and AMOS. As the result, 4 typical factors of sensory experience were major to influence on the positive emotion while 3 typical factors of sensory experience were major to influence on the negative emotion. Positive emotion was major determinant to influence on the brand attitude, but negative emotion wasn't to influence on the brand attitude. And brand attitude was major to influence on the behavioral intention.
키워드열기/닫기 버튼
Sensory Experience, Emotion,Brand Attitude, Behavioral Intention
