고속도로휴게소의 선택속성에 따른 지각된 가치가 재방문의향에 미치는 영향

The Effects of the Highway Service Areas’ Selective Attributes on Perceived Values and Revisit Intention: Focused on Private Operation Highway Service Area

The purpose of study is to explore how the users’ selective attributes and perceived values to influence revisit intention on the highway service areas. Nevertheless the total 189 highway service facilities operate at nationwide, most of studies have focused on the facilities’ efficiencies and services’ quality improvement perspectives. This study is to investigate to find out the users’ selective attributes and perceive values, and also how they induce to the user’s revisits to there. For the study, the selective attributes and perceived values are redefined based on the advanced studies. This study analyzed 191 visitors on 3 highway service areas which are located at KyungBu and WestSea Highway Lines, and also used by confirmatory factors analysis, reliability and validity analysis by using multiple regression methodology. The consequences of this research are founded as follows: facility convenience, information correctiveness, stores atmosphere, and employees’ services were positively adopted as the selective attributes and the perceived values to the visitors, but products variance was needed to improve for the users’choice.