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The Influence of the Characteristics of Art and Cultural Spaces on Trust, Image and Behavior in Hospitals

For this study, the researcher conducted an empirical analysis to examine the influence of the product attributes of the interior on behavioral intent by mediating trust. For this study, the researcher gathered data from the people who are interested in the interior among the residents of Busan and Gyeongnam over a period of four months from March 17 to July 16, 2020. The result of the verification of the study hypotheses was as follows; First, the product attributes of the interior, which are endogenous variables, were divided into five factors of price, quality, design, environmentally-friendliness, and brand, through exploratory factor analysis and confirmatory factor analysis. Second, exogenous variables were grouped into the factors of the trust in the business, the trust in the product, the intent of purchase, and the intent of the recommendation, as a result of exploratory factor analysis and confirmatory factor analysis. Third, the result of the analysis of the hypothesis that the product attribute of the interior would have an impact on trust showed that the quality, environmentally-friendliness, and brand had an impact on the trust in the company, while the price, quality, and brand had an impact on the trust in the product. The price and design did not have a statistically significant impact on the trust in the business, while the design and environmentally-friendliness did not have a significant impact on the trust in the product. Fourth, the result of the analysis of the hypothesis that the trust in the interior would have an impact on the behavioral intent showed that the trust in the business and the product both had a significant impact on the intent of purchase and the intent of the recommendation.