패션 리테일 환경에서의 웨이팅 서비스 평가 -프라이버시 인식과 지각된 혼잡도의 영향-

Abstract

Based on privacy calculus theory, this study investigates factors influencing consumer attitudes, anticipated service quality, and satisfaction in the context of waiting service use at offline fashion stores. Specifically, it explores how consumers’ perceptions of privacy risks and benefits—linked to mobile waiting apps—affect their overall service evaluation. Perceived crowding, a key factor in physical retail satisfaction, was also considered, with visit motivation (purchase vs. exploration) as a moderating variable. A scenario-based experimental survey was conducted, and hypotheses were tested using structural equation modeling with AMOS 29.0. The results showed that perceived privacy benefits had a significant positive impact on consumer attitudes, which in turn influenced perceived service quality and satisfaction. Perceived crowding negatively affected attitudes for purchase-motivated consumers, and anticipated service quality did not directly impact satisfaction. These findings extend the application of privacy calculus theory to the context of offline fashion retail services integrated with digital technologies. The study also highlights the importance of consumer shopping motivation and emotional attitudes in understanding service evaluation, offering practical insights for designing more tailored and satisfaction-enhancing waiting experiences.