The Influence of Physical Surrounding Congruity on Service Quality Evaluation : Moderating Effect of Perceived Risk on Purchasing and Involvement

Kang, Eun-Sook; Chun, Byung-gil

In this study, experiment has been performed. We planned ‘physical surrounding congruity X perceived risk on purchasing’ and also level of involvement with covariate. The visual clue and scenario were manipulated in order that the congruity and purchasing risks of a directed physical surrounding are perceived on the different levels by the subject group. The anticipated service quality was set up as a dependant variable. The summary of the research result is as follows. First, a properly directed physical surrounding has induced more positive evaluation of anticipated service quality compared with improperly directed physical surrounding. Second, the congruity of a physical surrounding has more significant influence on the service quality evaluation in the purchasing situation of high level of perceived risk than in the purchasing situation of low level of perceived risk. Third, the fact that the level of involvement moderates the effect of physical surrounding for the reasoning of the service quality was found out.

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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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