창업 점포의 물리적 증거(physical evidence) 요소가 점포 브랜드 태도에 미치는 영향에 관한 연구

Nowadays the rate of start-up store business is increasing. The importance of physical evidence of intial store business is critical to run a successful store business. This research attempts to define the store’s physical evidence factors based on existing research about service environment. This research defines store’s physical evidence to 4 dimensions. Those are exterior factors, interior factors, contents factors and ambient factors. In conclusion, this study analyzes influence of these physical evidence factors. All 4 factors, exterior factors, interior factors, contents factors and ambient factors affect to customers store brand attitude positively. This research can show how start-up store can attract customers to their site in terms of store’s physical evidences. They have to consider store’s physical evidences like exterior factors, interior factors, contents factors and ambient factors as crucial management point in their initial business stage.