본 연구는 서비스 구매상황에서의 고객행위의도에 영향을 미치는 변수들을 다양한 각도에서 검증하였다. 이를 위하여 본 연구는 기존의 행위예측모델로서 설명할 수 없었던 확장된 규범변수를 소개하고 서비스구매행위의도와의 인과관계를 분석하였다. 기존의 구매행위연구들은 제품구매와 관련된 행위이거나, 자신만의 관심사와 관련한 행위에 국한되어왔고 그에 따라 개인의 태도와 주관적 규범이 가장 중요한 설명요인으로 제시되어왔다. 그러나 대부분의 서비스 상황에서 소비자들은 자신의 주관적 규범뿐만 아니라 서비스 시스템내의 다른 구성원(다른 참여 소비자)을 의식할 수 있고 이러한 의식은 행위의도에 영향을 미칠 수도 있다. 본 연구는 이러한 서비스 참여고객 반응규범의 개념을 소개하고 이 연구단위가 소비자의 서비스 구매에 미치는 영향을 분석하였다. 연구결과, 서비스 구매의도에 영향을 미치는 요인으로 소비자의 서비스에 대한 태도와 주관적 규범뿐만 아니라 시스템내의 다른 구성원에 대한 인식 즉, 서비스 참여고객 반응규범 또한 중요한 영향 요인으로 검증되었다. 아울러 태도와 주관적 규범과 마찬가지로 참여고객 반응규범 또한 신념과 의도를 매개하는 것으로 나타났다. 본 연구의 주요 시사점은 서비스 상황에서 서비스 참여고객 반응규범이라는 새로운 연구단위를 통하여 기존의 태도모형을 확장시켰다는 점이다.

An Extended Model Influencing purchasing behavior intention in Service encounter study examines crucial factors influencing consumer's behavioral intension in a service purchasing situation. It introduces an extended norm construct that could not be explained in previous behavioral intention models. Furthermore, it investigates the association between the extended norm construct and behavioral intention along with other constructs (attitude and subjective norm) in the theory of reasoned action model. Past research has shown that attitude and subjective norm are the most important factor to explain behavioral intention. It is because that past research has been limited to a product purchase behavior and/or personal interesting behavior. This study, however, suggests that customers may aware of other people, mostly other customers who are participated in a service system when they intent to purchase a service. As a result, service participation customer norm, the consciousness of other customers in the service system, along with attitude and subjective norm, is another important factor to influence behavioral intention. Furthermore, service participation customer norm was shown as a mediator in the relationship between the belief structure and behavioral intention. Contribution of this study is to expand the theory of the reasoned action model through the finding a new construct, service participation customer norm to explain a behavioral intention in the service encounter.

An Extended Model Influencing purchasing behavior intention in Service encounter study examines crucial factors influencing consumer's behavioral intension in a service purchasing situation. It introduces an extended norm construct that could not be explained in previous behavioral intention models. Furthermore, it investigates the association between the extended norm construct and behavioral intention along with other constructs (attitude and subjective norm) in the theory of reasoned action model. Past research has shown that attitude and subjective norm are the most important factor to explain behavioral intention. It is because that past research has been limited to a product purchase behavior and/or personal interesting behavior. This study, however, suggests that customers may aware of other people, mostly other customers who are participated in a service system when they intent to purchase a service. As a result, service participation customer norm, the consciousness of other customers in the service system, along with attitude and subjective norm, is another important factor to influence behavioral intention. Furthermore, service participation customer norm was shown as a mediator in the relationship between the belief structure and behavioral intention. Contribution of this study is to expand the theory of the reasoned action model through the finding a new construct, service participation customer norm to explain a behavioral intention in the service encounter.

Service Participation Customer Norm, Attitude, Subjective Norm, Service Purchasing Intention