CAJ | 학술논문

从场景印象和顾客自我一致性的角度，深入探讨服务场景中的象征因素对顾客行为意向的作用机理。实证研究结果表明：服务场景中的象征因素有助于顾客形成良好的场景印象，而场景印象显著积极影响顾客的情绪、感知服务质量和自我一致性判断；上述变量进一步促进顾客的行为意向；消费类型对象征因素和场景印象间的关系发挥显著的调节效应。
종장경인상화고객자아일치성적각도，심입탐토복무장경중적상정인소대고객행위의향적작용궤리。실증연구결과표명：복무장경중적상정인소유조우고객형성량호적장경인상，이장경인상현저적겁영향고객적정서、감지복무질량화자아일치성판단；상술변량진일보촉진고객적행위의향；소비류형대상정인소화장경인상간적관계발휘현저적조절효응。
As an important part of service environment,servicescape has an important impact on customer＇s behavior. For further exploration, scene impression and self-congruence are added to the effect mechanism of symbolic cues on customer＇s behavioral intention. The empirical re- suits reveal as follows：symbolic cues promote scene impression;scene impression has a significant and positive effect on eustomer＇s emotion, per- ceived service quality and self-congruence;the above variables further promote customerls behavioral intention; consumption type has a signifi- cant moderating effect on the relationship between symbolic cues and scene impression.