목표 지향적 감정 및 인지적 평가가 테마파크에 대한만족과 충성도에 미치는 영향 = 실제 사용 금액의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

Affect has been noticed one of important antecedents of satisfaction and behavioral loyalty in literatures dealingwith services satisfaction. However, the negative affect’s impact on satisfaction has not been less interested in byempirical researches than the positive one. Also, as far as leisure services like theme parks, which require a certainamount of admission fee regardless of actual benefits that consumers may experience, value for money seems to becrucial as one of determinants of satisfaction. Therefore, the conceptual model of this research includes positive andnegative affects as emotional factors and value for money as a cognition as an independent variables, which influencesatisfaction and behavioral loyalty, in turn. Moreover, actual expense including food and beverages, merchandising,and so on was added as a moderator in the conceptual model with considering the significant impact on improvingthe profitability of theme parks. The pencil and paper survey was asked for visitors exiting the three representativetheme parks in South Korea. Positive affect and value for money are positively related to satisfaction. Consumerswith high level of expenses showed significantly higher influence of value for money as well as negative emotions onsatisfaction than others.