This study examines the mediation effect of garden display 4Es on brand awareness and attitude of urban entertainment centers. Based on the 4Es theory (the experience economy theory) by Pine & Gilmore (1998) and garden display by a concept of horticultural biotechnology, a survey was conducted to investigate the effects on brand assets of the urban entertainment centers. The random sampling survey took place at 3 famous urban entertainment centers which are Time Square, AK Plaza and Avenue France with 243 users of garden display experience from February to April 2015. The analysis result shows that entertainment experience, educational experience, aesthetic experience and leisure experience of the garden display have a mediation effect on the effect relationship between brand awareness and attitude. For this result, all of the hypotheses were adopted. Accordingly, it is thought that studies on the composition of garden displays should be conducted based on the result of this study, and it is expected that many urban entertainment centers will build a nice green environment for the users of these urban commercial facilities based on this material.

Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상자 및 연구기간
  2. 측정도구의 조작적 정의 및 측정
  3. 분석절차
  4. 측정도구
 Ⅲ. 결과 및 고찰
  1. 오락적 체험의 매개효과 분석
  2. 교육적 체험의 매개효과
  3. 심미적 체험의 매개효과
  4. 일탈적 체험의 매개효과
 Ⅳ. 적요
 Ⅴ. References

• 박양옥(고려대학교 생명환경과학대학) | Yang Ok Park
• 장유진(고려대학교 생명공학부) | Eu Jean Jang
• 박천호(고려대학교 생명공학부) | Chun Ho Pak Corresponding aut