The purpose of this study is to verify the influencing relationship between physical environment of dessert café and customer value, consumption emotion, and behavior intention. For the research, this study composed the physical environment with design factor, ambient factor, and social factor while composing consumer value with function value and emotional value. The consumption emotion and behavior intention were composed of single factor. This study conducted a survey on customers using the dessert café located in Seoul and Gyeonggi regions and this study used convenient sampling among the non-probability sampling methods. Based on the collected statistical analysis, this study verified the hypothesis using SPSS 18.0 package and AMOS 18.0. The hypothesis verification results were as follows. First, in hypothesis 1, only social factor among physical environment had positive influence on function value among customer value. Also, ambient factor and social value had positive influence on emotional value. In hypothesis 2, consumption intention had positive influence on customer value. In hypothesis 3, only function value among customer values had positive influence on behavior intention. In hypothesis 4, consumption emotion had positive influence on behavior intention. The study results suggest practical implications on marketing strategy of food service industry and academic implications on consumer behavior theory.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 물리적 환경 3. 소비감정 4. 행동의도 Ⅲ. 연구설계 1. 연구모형 및 가설의 설정 2. 조작적 정의 및 설문지 구성 3. 조사방법과 조사기간 Ⅳ. 분석결과 1. 조사대상자의 인구통계학적 특성 2. 신뢰도와 타당성 분석 3. 가설의 검증 Ⅴ. 결론 참고문헌
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