SOR 이론을 기반으로 한 복합형 오프라인 서점에서 사용자의 몰입감에 영향을 미치는 요인에 관한 연구

Abstract

This study focuses on the challenges faced by traditional offline bookstores and the rising t rend of composite offline bookstores. It aims to explore the factors that affect customer sati sfaction in composite offline bookstores and reveal their influencing mechanisms. The impa ct of visual, auditory, environmental and technological factors on customer immersion and satisfaction in a complex offline bookstore was studied through questionnaires and observati on methods. Research results show that visual factors, auditory factors, environmental facto rs and technological factors have a direct impact on user immersion, and immersion also h as a direct impact on user satisfaction. Furthermore, immersion mediated the relationship b etween visual, auditory, environmental and technological factors and satisfaction, with full mediation between sound factors and satisfaction. Based on the research results, this study puts forward strategic suggestions such as optimizing the bookstore environment design, str engthening the sound experience, and focusing on creating a sense of immersion, in order to improve customer satisfaction and loyalty, and enhance the bookstore's competitiveness and sustainable development capabilities.