초록

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Abstract ▼ AI-Helper

Focusing on the identity concept, this study explores consumers" attitudes on streets. Particularly, this study focused impacts of signboards on street identity, and researched roles of cognitive and affective dimensions on street identity evaluations. The findings of this study show that both cogni...

Focusing on the identity concept, this study explores consumers" attitudes on streets. Particularly, this study focused impacts of signboards on street identity, and researched roles of cognitive and affective dimensions on street identity evaluations. The findings of this study show that both cognitive and affective elements influenced street identity. Specifically, familiarity, curiosity, and uniqueness were important cognitive elements influencing street attitudes, and pleasure and arousal influenced street attitudes affectively, For consumers" behavioral intentions, balance and familiarity were important cognitive elements and pleasure and arousal were significant affective elements. Also, consumers" responses show differences according to two different street types. These findings could provide implications to both academicians and practitioners.

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