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Vol.45, No.0, 17 ~ 27, 2014
Title
 Role of Image in Explaining Relationships Between Visual Service Environment, Affective Satisfaction and Revisit Intention - Focused on Family Restaurant Service Setting- 최철재 Choi Chul-jae
Abstract
 This paper is to identifies how visual service environment factors such as ambient visual environment, indoor visual environment and artifacts visual environment have effect on affective satisfaction and image, and affective satisfaction has influences on revisit intention, and then verifies whats role of image in relationships between affective satisfaction and revisit intention. A survey study was conducted to collect the data with consumers who have experience purchase or search on restaurants. Analysis of structural equation modeling with SPSS 21.0 and AMOS 20.0 was performed to test the research hypothesis. The results of the study are as follows: First, it was found that ambient visual environment and artifacts visual environment have effect on affective satisfaction and image but there are no impact on relationship between indoor visual environment and affective satisfaction and image. Second, image has an effects on both affective satisfaction and revisit intention. Finally, affective satisfaction has effects on revisit intention. In sum, users perception on visual environment factors such as ambient visual environment and artifacts visual environment have influence on affective satisfaction, which, in turn, has effects on revisit intention through image. Therefore, it found out that image has causal role in explaining relationships between visual service environment, affective satisfaction and revisit intention.
Key Words
 시각서비스 환경, 감정적 만족, 이미지, Visual Service environment, Affective satisfaction, Image

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