철도복합역사 브랜드 이미지가 고객의 행동의도에 미치는 영향

The purpose of the present study was to determine the effect of image attributes, which is considered critical when the image of multi-complex station is used as a means of KORAIL brand, on the behavioral intention of the customer. It was, that is, to examine whether the objective for the multi-complex station-using customers to visit the stations lies in seeking other secondary benefits, such as the use of cultural facilities or convenience facilities, in addition to seeking the primary benefit such as the use of the transport service, for which the test about the correlation among the parameters was conducted. The results of this study are as follows: First, functional, empirical and symbolic image at the 3 dimensions of brand image bear no relations with the benefit from railway use but t fe a positive effect on the benefits from the use of cultural facilities and convenience facilities, showing the significance between them. Secondly, the benefits from multi-complex stations have a positive effect on the behavioral intention (willingness to visit and change in image), showing that the benefits from the use of cultural facilities and convenience facilities affect the image change in KORAIL. Thirdly, functional and symbolic image affect the image of multi-complex stations, causing the customer's intention. In the meantime, the image change toward the cultural facilities users and residence is deteriorated and empirical image does not have an effect on the change in KORAIL image.