강원도 영동권 지역 생선회 전문점의 유형적 근거가 고객의 감정반응과 재구매 행동에 미치는 영향

Abstract

The purpose of this article was to study the influence of tangible clues of raw-fish restaurants on consumers' emotional responses and repurchasing behavior in eastern area of Kangwon-province. In this study frequency analysis, reliability analysis, factor analysis and path analysis(SEM) were applied to analyze the data. Through path analysis tangible clues' performances had generally significant influences upon consumers' emotional responses to buy products of raw-fish restaurants. According to the results, exterior facility had positive influence on pleasure(p<0.001) and arousal(p<0.01). Interior facility had positive influence on pleasure(p<0.001) and arousal(p<0.001), but negative on dominance(p<0.01). And the others had positive influence on pleasure(p<0.05). Press copy had positive influence on pleasure(p<0.001) and arousal(p<0.001). And Pleasure and arousal had positive influence on repurchasing behavior(p<0.001). But Dominance didn't have significant influence on repurchasing behavior. As a result, we studied that the tangible clues was an effective marketing tactic to maintain and increase consumers' positive emotional reponses to repurchase at restaurants. Therefore it is finally needed that dining-out corporations manage tangible clues in a customer-maintaining without additional costs, and especially to use mixing tangible clues each other in some suitable condition.