국내 스포츠 분야의 서비스스케이프가 소비행동(감정반응, 충성도, 행동의도)에 미치는 영향력의 효과검증 : 메타분석을 활용하여 = Verification of the Effect of Servicescape in the Domestic Sports Field on Consumption Behavior : Using Meta-Analysis

다국어 초록 (Multilingual Abstract)

This study comprehensively investigated the influence of servicescapes provided in the sports field on consumption behavior (emotional response, loyalty, and behavioral intention) through meta-analysis. The study subject to the analysis selected a period of approximately 25 years from 2001 to 2024, and data related to servicescapes, emotional response, loyalty, and behavioral intention were collected through data search. According to the selection criteria, a total of 15 studies were finally used for the analysis: 4 studies on emotional response, 5 studies on loyalty, and 6 studies on behavioral intention. As a data processing method, Funnel Plot visualization, Egger's regression intercept analysis, and effect size analysis were performed using Program R and CMA programs. The conclusions reached through the research results are as follows. First, the influence of servicescapes provided in the sports field on consumption behavior (emotional response, loyalty, and behavioral intention) was found to be very large.
Second, the influence according to the sub-factors of servicescapes was found to be very large, and the differences between the factors were found to be statistically insignificant. Third, there was a statistically significant difference between the dependent variables (emotional response, loyalty, and behavioral intention) depending on the influence of the servicescape, and the most influential factor was emotional response.