??? ?? ???????? ????? ??? ?? - ????? ????? ???? - (The Influence of Cabin Servicescape on Approach Behavior -Focused on Mediating Effect of Emotional Response-)

The purpose of this study is to analyze the influence of cabin Servicescape on respondents' approach behavior in the airline industry, focusing on mediating effect of emotional response. A total of 277 valid responses were used for data analysis. The results of regression analyses are as follows. First, evaluation of cabin Servicescape turned out to affect negative emotional response, indicating significant coefficients of cleanliness, esthetics, and functionality dimensions of Servicescape. On the other hand, positive emotion was affected by entertainment, cleanliness, esthetics, comfort, and functionality Servicescape dimensions. Second, negative emotion exerted a negative impact on approach behavior, measured by willingness to continue to use and positive word of mouth, while positive emotion showed a positive impact on approach behavior.
Third, both negative and positive emotion played a role in mediating the relationship between evaluation of cabin Servicescape and approach behavior. The results indicated strong evidence to support the impotance of emotional response variable in predicting approach behavior among airline customers. Practical implications are also presented in this study for marketing probationers.

The purpose of this study is to analyze the influence of cabin Servicescape on respondents' approach behavior in the airline industry, focusing on mediating effect of emotional response. A total of 277 valid responses were used for data analysis. The results of regression analyses are as follows. First, evaluation of cabin Servicescape turned out to affect negative emotional response, indicating significant coefficients of cleanliness, esthetics, and functionality dimensions of Servicescape. On the other hand, positive emotion was affected by entertainment, cleanliness, esthetics, comfort, and functionality Servicescape dimensions. Second, negative emotion exerted a negative impact on approach behavior, measured by willingness to continue to use and positive word of mouth, while positive emotion showed a positive impact on approach behavior.
Third, both negative and positive emotion played a role in mediating the relationship between evaluation of cabin Servicescape and approach behavior. The results indicated strong evidence to support the impotance of emotional response variable in predicting approach behavior among airline customers. Practical implications are also presented in this study for marketing probationers.