수행품질과 만족도에 미치는 분위기 효과: 부천국제판타스틱 영화제 사례

Abstract

This study examines the relationship between mood, performance quality, satisfaction, and loyalty. A structural model was developed to specify interrelationships between these variables. A particular emphasis was given to the role of mood in shaping cognitive evaluation of festival attributes and post-purchase attitudes: satisfaction and loyalty. Visitors at Puchon International Fantastic Film Festival were surveyed to test the proposed model. The results of study confirm the hypothesized relationships between the variables. First of all, it was found that mood positively influenced performance quality. As hypothesized, mood indirectly affected satisfaction and loyalty via the performance quality. The direct effects of performance quality were verified in this model. Theoretical implications associated with the results were discussed along with future research suggestions.