회복적 서비스케이프와 친환경행동의도와의 관계에 대한 연구

A Study of the Relationship between Restorative Servicescapes and Environmental Behavior: the mediating effect of Eco-friendly Image and the moderation of Social Norms

The purpose of this study is to figure out the influence of restorative servicescape, eco-friendly image, social norms, and environmental behavior and verify the mediating effect of eco-friendly image, and the moderation effect of social norms. Specimen are customer from hotel & resort in Jeju Island, aged 18 and above 59 and below. Survey was started at Jan. 24, 2021 for 20 days with 330 questionaries, total 313 samples were used for actual analysis. We used IBM SPSS 21.0 program and Jamovi program on analysis. Hypothesis test result of the study is following. H1: restorative servicescapes have significant effect on eco-friendly behaviour intentions. H2: restorative servicescapes have significant effect on eco-friendly image. H3: eco-friendly image has significant effect on eco-friendly behaviour intentions. H4: the mediation effect of eco-friendly image is partially mediated on the relationship between restorative servicescapes and eco-friendly behaviour intentions. H5: the moderation effect of social norms has significant effect on the relationship between restorative servicescapes and eco-friendly behaviour intentions.