KMID : 0665420050200040438
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Korean Journal of Food Culture 2005 Volume.20 No. 4 p.438 ~ p.445
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The Influence of Physical Environment Perception on Restaurant Patrons¡¯ Attitude Formation : The Mediating Role of Emotional Responses
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Chun Byung-Gil
Roh Young-Man
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Abstract
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This research examines how various dimensions of physical environments influence patrons¡¯ psychological responses(especially emotional responses) in the restaurant service setting, and how these emotional responses, in turn, influence patrons¡¯ attitude formation. The result of empirical research indicates that restaurant physical environments have a significant effect patrons¡¯ emotional responses, and that these psychological experiences serve as critical mediators in the restaurant physical environments-store attitudes relationship. However, the effects of restaurant physical environments on patrons¡¯ psychological responses varied with the dimensions of physical environments. First, the effect of cleanliness on emotional responses was most significant, especially on negative emotion, out of 4 dimension of restaurant physical environment. Second, ambient conditions are the most important predictor on customers¡¯ positive emotion, and in turn, positive emotion has the most significant effects on customers¡¯ attitude formation of restaurant. Therefore, the result suggests that restaurants should manage(or, improve) their ambient conditions(e.g. background music, scents, ventilation, noise etc.) for efficiently maximizing customers¡¯ positive attitude. The implications of this study are discussed, and ideas for future work suggested.
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KEYWORD
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Physical Environment, Emotional Responses, Attitude Formation, Mediating Role
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