쇼핑몰 서비스품질이 소비감정 및 행동의도에 미치는 영향: 동대문 관광특구 쇼핑몰을 중심으로

Abstract

This study analyzed the positive relationship of shopping mall service quality on consumption emotion and behavioral intention. Through exploratory factor analysis, the service quality of the shopping mall was derived from four factors, such as responsiveness and reliability, tangibility, empathy, and assurance, consumption emotion as two factors, positive emotion and negative emotion, and behavioral intention as a single factor.<BR> First, as a result of analyzing the influence relationship between shopping mall service quality and behavioral intention, it was found that all four factors, such as responsiveness and reliability, tangibility, empathy, and assurance, had significant effects on behavioral intention. Second, as a result of analyzing the relationship between service quality and positive emotions, it was found that all four factors, such as responsiveness and reliability, tangibility, empathy, and assurance, had significant effects on positive emotions. And as a result of analyzing the relationship between service quality and negative emotions, it was found that responsiveness, reliability, assurance, and empathy had significant effects. Third, as a result of analyzing the relationship between consumption emotions and behavioral intentions, both positive and negative emotions were found to have a significant effect.