수정된 목표지향적 행동모형을 이용한 이벤트 방문객의 행동의도에 관한 연구 (A Study for Behavioral Intention of Event Visitors Using the Revised Model of Goal-directed Behavior)

서지정보

· 발행기관 : 한국서비스경영학회
· 수록지 정보 : 서비스경영학회지 / 15권 / 5호 / 107 ~ 130페이지
· 저자명 : 윤설민, 오선영

초록

This study examined behavioral intention of visitors for the event using the revised model of goal-directed behavior. The results of structural equation modeling reveal that subjective norm had a positive effect on attitude. Meanwhile, subjective norm, perceived behavioral control, positive anticipated emotion, and negative anticipated emotion seemed to have positively significant influence on desire, and positive anticipated emotion was stronger than subjective norm, perceived behavioral control, and negative anticipated emotion in influencing desire. Finally, desire and attitude appeared to be positively related to behavioral intention, and attitude was found more important variable than desire in explaining behavioral intention. On the other hand, attitude and desire were found to be a mediating variable(full mediation role) to connect antecedent variables(subjective norm, perceived behavioral control, positive anticipated emotion, and negative anticipated emotion) and consequent variable(behavioral intention). Particularly, attitude was found more important mediating variable than desire in explaining mediation effects. Based on these findings, theoretical and practical implications were further discussed in the concluding section.

영어초록

This study examined behavioral intention of visitors for the event using the revised model of goal-directed behavior. The results of structural equation modeling reveal that subjective norm had a positive effect on attitude. Meanwhile, subjective norm, perceived behavioral control, positive anticipated emotion, and negative anticipated emotion seemed to have positively significant influence on desire, and positive anticipated emotion was stronger than subjective norm, perceived behavioral control, and negative anticipated emotion in influencing desire. Finally, desire and attitude appeared to be positively related to behavioral intention, and attitude was found more important variable than desire in explaining behavioral intention. On the other hand, attitude and desire were found to be a mediating variable(full mediation role) to connect antecedent variables(subjective norm, perceived behavioral control, positive anticipated emotion, and negative anticipated emotion) and consequent variable(behavioral intention). Particularly, attitude was found more important mediating variable than desire in explaining mediation effects. Based on these findings, theoretical and practical implications were further discussed in the concluding section.

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