레스토랑 혼잡성, 점포 내 감정 및 행동의도 간 관계

The Relationship among Crowding, Emotion and Behavior Intention in the Family Restaurant Segment

This paper studies the influence of customers' perceived restaurant crowding, emotions and behavior intention. A questionnaire survey, this study applied bias sampling to family restaurant, and employed 258 sheets of questionnaire from effective sample for analysis. For data analysis, this study used SPSS Win 19.0 and AMOS 4.0. The result is as follows: First, human crowding and spatial crowding influence two dimensions of emotions; positive emotions, and negative emotions. Especially human crowding positively influences positive emotion and positively influences negative emotion. Spatial crowding positively doesn't influence positive emotion but positively influences negative emotion; Second, restaurant crowding on intention to behavior channeled through consumer emotion. It was revealed that both of positive and negative emotion have an effect on behavior intention; in particular, the correlation of positive emotion its resulting favorable impact towards behavior intention. That signifies that positive service experiences will translate with positive customer responses such as re-visitation, and referrals. Finally, we discuss the results of analysis and suggest research limitation and future study.