초록 열기/닫기 버튼
The study purposed to provide strategic materials for emotionality marketing by classifying consumers’ preference for cultural spaces that they experienced in restaurants and applied emotional evaluation. For the emotional evaluation of restaurants, we collected emotional words from literature and mass media, and conducted a survey study. Then emotional words were selected, and relevant words were identified through semantic differential scale. Factor analysis and cronbach alpha were used validity and reliability of questionnaire. The participants were divided into 3 groups using cluster analysis: cultural space preferred group, neutral group, and not‐preferred group. Consumers' demands considering their psychological needs should be reflected in restaurant cultural space, or they are to switch to the restaurants that have preferred cultual spaces.
키워드열기/닫기 버튼
Emotional evaluation, Restaurant cultural spaces, Preference
