earticle

영어

The purpose of this study is to examine whether the influence relationship between the consumer experience of the casino and the emotional response is formed, and in this influence relationship, to provide empirical data for establishing marketing strategies for casino companies through a review of whether relationship cohesion plays a role of adjustment. The results of the analysis are as follows. First, as for customers who use the casino, the higher the consumption experience of playfulness, profitability, and esthetics was, the higher the positive reaction was. Second, it is analyzed that casino customers have lower negative responses when they have higher consumption experience of profitability. Consumption of customers in the casino industry means direct cash outflow. Third, in the influential relationship between the aesthetic consumption experience and the positive reaction, the computational binding was a pseudo moderator variable functioning as positive (+) adjustment. Fourth, in the influential relationship between consumption experience of sharability and esthetics and positive response, emotional bonding was found to be a pure moderator variable functioning as positive (+) adjustment, and in the influential relationship between the aesthetic consumption experience and the negative reaction, emotional bonding was found to be a pseudo moderator variable functioning as negative (‐) adjustment.