Contents
Combined effects of physical evidence and functional service at Bulgogi restaurants on customers' store image and purchase behaviors : application of video scenario technique / Daye Hwang ; Hyeja Chang 1
Abstract 1
I. Introduction 1
II. Subjects and Methods 2
1. Research Hypotheses 2
2. Research design of survey with video taping 3
3. Subject and data collection 4
4. Contents of questionnaire 4
5. Statistical analyses 4
III. Results and Discussion 4
1. General characteristics of the samples 4
2. Measurement results by scenarios 4
3. Factor analyses on service quality, store image and purchase intention 6
4. Combined effects of the physical evidence and functional service on store image and purchase intention 8
5. Hypothesis test for each effect of physical evidence and functional service on store image 8
5. Hypothesis test for each effect of physical evidence and functional service on purchase intention 9
6. Hypothesis test for relationship between store image and purchase intention 10
IV. Summary and Conclusion 10
Author biography 11
References 11