| 피부미용관리실 고객의 감정반응과 행동의도의 영향관계에서 공간구성의 매개효과 |
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박은경, 이지안 |
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| Skin Care Shop of Emotional Response and behavioral Intention of Customers Verification of Mediating Effect of Spatial Composition |
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Eun Kyung Park, Ji-an Lee |
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| Abstract |
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The study was examined the mediating effects of spatial composition on the relationship between emotional responses and behavioral intentions of customers. For this purpose, a survey was conducted for 500 customers in the Seoul beauty salon management department for 27 days. The collected data was used from SPSS 23.0 program, and the analysis results are as follows. Firstly, it was found that enjoyment, which are sub-factors of the emotional response, had a significant effect on spatial organization under statistical significance level, but domination had a negative effect on spatial organization under statistical significance level. Secondly, all sub-factors of emotional responses were found to have a consequence effect on behavioral intention under statistical significance. Lastly, spatial composition had an effect on behavioral intention at 99% confidence level, which satisfied the condition of mediator effect. The study confirms that emotional response is an influencing factor of behavioral intention, and that spatial composition, Visual Merchandising Display (VMD), of skin care room affects customer's behavioral intention. As the result, the skin care room is expected to be able to use the space components of visual merchandising (VMD) to be competitive in the design and direction of the store and to be used for sales growth and management strategy establishment. |
| Key Words:
Behavioral intention, Emotional response, Skin care shop, Spatial composition |
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