미용실의 회복적 서비스스케이프와 경험가치가 장소애착에 미치는 영향

This study aimed to investigate the effect of restorative servicescape and experiential value on place attachment, as perceived by consumers visiting hair salons. An online survey was conducted targeting the general public who visited hair salons in the Seoul and Gyeonggi regions. The survey period was from July 1 to July 31, 2024, and a total of 350 respondents participated. After excluding 40 insincere responses, 310 valid questionnaires were used for the final analysis. The collected data were analyzed using SPSS 24.0, and frequency analysis, factor analysis, reliability analysis, and multiple regression analysis were performed. The results of the study are as follows: First, the sub-dimensions of the restorative servicescape were categorized into confusion, escape, and suitability, while the sub-dimensions of experiential value were classified into playfulness, aesthetics, and benefit. Place attachment was divided into place identity and place dependence. Second, in the relationship between restorative servicescape and place attachment, the higher the tendencies toward confusion, escape, and suitability, the stronger the relationship with place identity. Regarding place dependence, the stronger the tendencies toward escape and suitability, the more positive the relationship, whereas higher tendencies toward confusion were negatively related to place dependence. Third, in the relationship between experiential value and place attachment, higher tendencies toward playfulness and aesthetics were positively associated with place identity, and higher tendencies toward aesthetics and benefit were positively associated with place dependence. This study hopes to inspire further research on how brand marketing and restorative servicescapes can create a synergy effect to enhance place attachment.