복합상업시설 브랜드 인지도와 태도 간 가든 디스플레이 4Es의 매개효과

• 영문명: The Mediation Effect of Garden Display 4Es between Brand Awareness and Attitude of Urban Entertainment Center
• 발행기관: 인간식물환경학회
• 저자명: 박양옥(Yang Ok Park) 장유진(Eu Jean Jang) 박천호(Chun Ho Pak)
• 간행물 정보: 『인간식물환경학회지(JPPE)』제18권 제6호, 533~539쪽, 전체 7쪽
• 주제분류: 자연과학 > 자연과학일반
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

This study examines the mediation effect of garden display 4Es on brand awareness and attitude of urban entertainment centers. Based on the 4Es theory (the experience economy theory) by Pine & Gilmore (1998) and garden display by a concept of horticultural biotechnology, a survey was conducted to investigate the effects on brand assets of the urban entertainment centers. The random sampling survey took place at 3 famous urban entertainment centers which are Time Square, AK Plaza and Avenue France with 243 users of garden display experience from February to April 2015. The analysis result shows that entertainment experience, educational experience, aesthetic experience and leisure experience of the garden display have a mediation effect on the effect relationship between brand awareness and attitude. For this result, all of the hypotheses were adopted. Accordingly, it is thought that studies on the composition of garden displays should be conducted based on the result of this study, and it is expected that many urban entertainment centers will build a nice green environment for the users of these urban commercial facilities based on this material.

목차

Abstract

Ⅰ. 서론

Ⅱ. 연구방법

Ⅲ. 결과 및 고찰

Ⅳ. 적요

Ⅴ. References

키워드

Brand equity Display Garden Landscapes UEC 4Es theory