The Influence of Physical Surrounding Congruity on Service Quality Evaluation : Moderating Effect of Perceived Risk on Purchasing and Involvement (물리적환경의 적합성이 서비스품질 평가에 미치는 영향 -지각된 구매위험과 관여도의 조절효과-)

Kang, Eun-Sook (강은숙); Chun, Byung-gil (전병길)

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

Journal of Tourism Sciences
Abbr : JTS
2014, 38(3), pp.103-124
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Kang, Eun-Sook ¹, Chun, Byung-gil ¹

¹동국대학교

Accredited

ABSTRACT

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.

KEYWORDS

Physical surrounding, Congruity, Perceived risks on purchasing, Involvement

Citation status

* References for papers published after 2023 are currently being built.

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