계획된 행동이론을 이용한 국외 개별여행참가의도에 관한 연구
A Study on Intention to Participate in Overseas Individual Travel Using Planned Behavior Theory
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The purpose of this study is to verify the effect of attitude, subjective norm, and perceived behavioral control of planned behavior theory on intention to participate in overseas individual travel. The positive or negative attitudes toward overseas individual travel, the perception of people around overseas individual travel and the ease or difficulty of participating in overseas individual travel may lead to high or low participation intentions. To verify these findings empirically a survey was conducted for potential customers of overseas travel. A total of 215 questionnaires were collected and 176 questionnaires were used for the analysis, except for 39 questionnaires that responded unfairly. As a result of the factor analysis, it was found that the variables of the planned behavior theory were divided into subjective norm, perceived behavior control, attitude. Participation intention was divided into single dimension. Regression analysis showed that perceived behavioral control and attitude had a significant effect on participation intention, but subjective norms did not. Through this study, it was found that travelers showed a positive attitude toward overseas individual travel, and the more easily they participate, the higher the participation intention.
Abstract
The purpose of this study is to verify the effect of attitude, subjective norm, and perceived behavioral control of planned behavior theory on intention to participate in overseas individual travel. The positive or negative attitudes toward overseas individual travel, the perception of people around overseas individual travel and the ease or difficulty of participating in overseas individual travel may lead to high or low participation intentions. To verify these findings empirically a survey was conducted for potential customers of overseas travel. A total of 215 questionnaires were collected and 176 questionnaires were used for the analysis, except for 39 questionnaires that responded unfairly. As a result of the factor analysis, it was found that the variables of the planned behavior theory were divided into subjective norm, perceived behavior control, attitude. Participation intention was divided into single dimension. Regression analysis showed that perceived behavioral control and attitude had a significant effect on participation intention, but subjective norms did not. Through this study, it was found that travelers showed a positive attitude toward overseas individual travel, and the more easily they participate, the higher the participation intention.
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