영화관의 물리적 환경이 관객의 감정과 태도에 미치는 영향

Abstract

This Study deals with a new service industry which is Multiplex Movie Theaters. Because there have been no studies on movie theaters physical surroundings. Nowdays, movie theaters in this country are changing very much. Traditional movie theaters had just one or two screens, but recently there are a lot of screens in Korean movie theaters. Therefore, the Purpose of this study is to research about which are important physical surroundings for Multiplex Movie Theaters would very meaningful. Specifically, this study is to investigate of relationship among in-theaters feelings, positive attitudes and revisit. A survey was conducted to collect the data with prepared questionnaires. 201 questionnaires of them were finally used for the analysis. Series of regression analyses were employed to examine the hypothesized relationships among the constructs in this study. Validity and Reliability of the measurements were secured with relevant factor analyses and coefficient alpha reliability analyses, respectively. The results show the physical surroundings affect consumers' positive attitudes as hypotheses. More specific results are as follows. Fist, conventional facility of physical surroundings In multiplex Movie theaters positively affected hedonic feelings. Consumers get services for a long time in sitting posture. It means that theater's seat is very important factors. therefore, it is essential to equip high quality seats in movie theaters. And seats have to be arranged suitably for consumers to see the screen better. Second, beauty attraction of physical surroundings in multiplex Movie theaters positively affected hedonic feelings. Third, approach of physical surroundings in multiplex Movie theaters positively affected utilitarian feelings. Forth, cleanliness of physical surroundings in multiplex Movie theaters positively affected utilitarian feelings. there are thousands of people in the Multiplex Movie Theaters so in the inside of theaters can be messed up easily. Cleanliness has to be checked up every intermittence. Although the intermittent time is longer, cleanliness need to kept throughly. Fifth, Beauty attraction of physical surroundings in multiplex Movie theaters positively affected utilitarian feelings. Sixth, hedonic and utilitarian feelings of Consumers positive affected consumers' attitudes. Seventh, consumers' positive attitudes affected revisit of Multiplex Movie Theaters. therefore, this study examined the in-theaters feelings founds their significant impact on positive attitude and revisit.