服务场景中象征要素对顾客行为意愿的影响

Impact of Symbolic Cues in Servicescape on Customer′s Behavioral Intention

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。

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.