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호텔 친환경 자아이미지 일치성과 만족 및 행동의도와의 관계에 대한 연구 - 인지감정행동 모델을 적용하여 -

A Study on the Relationship between Green Self-Image Congruence of Hotel Customers, Satisfaction and Behavioral Intentions - Applying Cognitive-Affective-Conative Model -

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한국호텔리조트학회 (Korea Hotel & Resort Association)|2022.08|호텔리조트연구 (Journal of Hotel & Resort)|제21권 제4호|pp. 61-81

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참고문헌

키워드

Revisit IntentionCognitive SatisfactionAffective SatisfactionGreen Self-Image CongruenceWillingness to Pay a Premium PriceSustainable Consumption Intention
주제분류관광학

초록

This study aims to verify the relationship between green self-image congruence, satisfaction, and Behavioral intentions verified in previous studies and to verify the structural relationship between all variables based on self-image congruence theory and the cognitive-affective-conative model. For empirical analysis, 249 samples were obtained from an online/offline survey for a month from June 5, 2022, for a month for customers who have visited the green hotel at least two times in the past year. Using IBM SPSS programs and IBM AMOS Ver.21 programs, the hypothesis was verified through demographic characteristics and confirmatory factor analysis, correlation analysis, and structural model analysis. The analysis results of the hypothesis test in this study are as follows. H2, H4, H5, H7, H8, H9, H10(a-c), and H11(a,b) have significant effect as supported. Especially H11b affective satisfaction has negatively significantly effect on sustainable consumption intention. But, H1, H3, H6, and H11c have no significantly effect as rejected. Through this analysis result, various aspects of eco-friendly behavior according to cognitive and affective satisfaction were verified and the relationship between different self-image congruence and satisfaction(cognitive and affective) was proved.

Abstract

This study aims to verify the relationship between green self-image congruence, satisfaction, and Behavioral intentions verified in previous studies and to verify the structural relationship between all variables based on self-image congruence theory and the cognitive-affective-conative model. For empirical analysis, 249 samples were obtained from an online/offline survey for a month from June 5, 2022, for a month for customers who have visited the green hotel at least two times in the past year. Using IBM SPSS programs and IBM AMOS Ver.21 programs, the hypothesis was verified through demographic characteristics and confirmatory factor analysis, correlation analysis, and structural model analysis. The analysis results of the hypothesis test in this study are as follows. H2, H4, H5, H7, H8, H9, H10(a-c), and H11(a,b) have significant effect as supported. Especially H11b affective satisfaction has negatively significantly effect on sustainable consumption intention. But, H1, H3, H6, and H11c have no significantly effect as rejected. Through this analysis result, various aspects of eco-friendly behavior according to cognitive and affective satisfaction were verified and the relationship between different self-image congruence and satisfaction(cognitive and affective) was proved.

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