소비자의 서비스 채널선택에 영향을 미치는 요인에 관한 고찰

A Systemic Study for the Factors Affecting on the Decision that Customer Chose Service Chanel: Focusing on Behaviors of Chinese

It is reported that the number of Chinese tourists visiting Korea in the first half of 2016 exceeds six million. This, in fact, forms about 40% of all the tourists visiting Korea. Recently, due to the issues taking place in Korean and overseas societies, tourists visiting Korea have rather reduced; however, Chinese consumers visiting Korea are still pursuing a variety of activities in Korea, for example, shopping, cultural experience, or medicine. Accordingly, this study will approach factors influencing Chinese tourists visiting Korea when they choose a service channel in Korea, largely factors to evaluate service providers and to evaluate service institutes. For article, this research reviewed advanced research and added to the study model behavioral loyalty and attitudinal loyalty as factors to evaluate service providers and also emotional image and cognitive image as factors to evaluate service institute. Especially, many recent studies indicate that a single measurement of loyalty is limited. Behavioral loyalty involves the behavioral aspects of consumers' purchasing decisions, whereas attitudinal loyalty involves the consumer's psychological phenomenon. Also, based on predisposing factors, this research will verify correlation between satisfaction that consumers perceive practically with the service provider with their revisiting intention. In addition, confirm the accommodative role of social proof in relation to the relationship between the leading variables and the service provider. As results, this study confirmed that behavioral loyalty and emotional image, cognitive image positively affected satisfaction of service provider. Finally, In the testing of hypothesis 3, the role of the social proof had moderating effect on the relationships between behavioral loyalty and satisfaction of service provider. Thus the hypothesis 3 was partially accepted. In the testing of hypothesis 4, the role of the social proof had same moderating effect on the relationships between image(emotional image and cognitive image) and satisfaction of service provider. Thus the hypothesis 4 was accepted.