먹거리 地域祝祭에서의 飮食購買行動에 대한 계획된 行動理論적용

• 영문명: Application of Theory of Planned Behavior to Food Purchasing Behavior in Local Food Festivals: Role of Prior Knowledge
• 발행기관: 청운대학교 관광산업연구소
• 저자명: 趙泰瑩(Cho, Tae-Young)
• 간행물 정보: 『관광산업연구』관광산업연구 제5권 제2호, 316~336쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2011.11.30

영문 초록

This study was implemented to present implications in terms of marketing to sponsors of local food festivals by investigating behavioral patterns of tourists visiting a local food festival on purchasing foods based on theory of planned behavior. Results and implication of the study were summarized as follows: First, by implementing factor analyses, the following factors were drawn: attitude, subjective norm, recognized behavioral control, and prior knowledge. Second, as feasibility analysis of the final model showed some incompatibilities in some indices, the model was modified by applying corrective indices and obtained the following values: χ2=436.017(p=.000), df=230, Q=1.896, GFI=.894, AGFI=.861, RMR=.048, NFI=.907, TLI=.944, CFI=.953, and RMSEA=.055. As these values showed that the model could satisfy the general evaluation criteria of structural equation, it seems that the model was valid. Third, Assumption 1: “Attitude will exert significant impacts on behavioral intention ” was rejected. Fourth, Assumption 2: “Subjective norm will exert significant impacts on behavioral intention ” was accepted. Fifth, Assumption 3: “Recognized behavioral control will exert significant impacts on behavioral intention ” was accepted. Sixth, Assumption 4: “Recognized behavioral control will exert significant impacts on behavior ” was accepted. Seventh, Assumption 5: “Prior knowledge will exert significant impacts on behavioral intention ” was rejected. Eighth, Assumption 6: “Prior knowledge will exert significant impacts on behavior ” was rejected. Ninth, Assumption 7: Behavioral intention will exert significant impacts on behavior ” was accepted.

목차

ABSTRACT

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

계획된 행동이론 사전지식 행동의도 행동 Theory of Planned Behavior Prior Knowledge Behavioral Intention Behavior