| Abstract |
| This study was aimed to investigate the effects of restaurant in-store color and music congruency on consumer`s emotional responses and behavioral intentions. The web survey was conducted among 400 customers(aged from 20∼39 years old) who lived in Seoul and Kyunggi, Incheon Province. To find ensemble effect of color and music, 3D studio MAX were used to make high-stimulus(exciting) and low-stimulus(calm) and 3D virtual reality restaurant simulation stimulus were applied. The statistical data analyses were performed using SPSS/WIN 18.0 and reliability analysis, factor analysis, regression analysis were used. Based on the result of the conducting factor analysis, emotional responses were classified into 2 factors: positive emotion and negative emotion. Satisfaction was classified into 1 factor: satisfaction. Loyalty was classified into 1 factor: loyalty. Cronbach`s alpha was calculated for the reliability of the survey instrument. Consequently, restaurant in-store color and music congruency were shown to affect positive emotion and negative emotion. Positive emotion and negative emotion were shown to affect satisfaction. Satisfaction were shown to affect loyalty. Music congruency had a higher effect on positive emotion than color congruency. Color congruency had a higher effect on negative emotion than music congruency. The results of this study will serve as a basis of color and music congruency with restaurant atmospherics. |
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| Key Words |
| 색채, 음악, 분위기, 일치성, 감정적 반응, 행동적 반응, color, music, atmospheric, congruency, emotional response, behavioral response |
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