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계획된 행동이론에서 성격특성의 역할- 관광행동을 중심으로 -

The Role of Personality Traits in the Theory of Planned Behavior - Focused on the Tourism Behavior -

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참고문헌

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주제분류관광학

초록

Despite the relatively consistent results of the theory of planned behavior(TPB), more than half of the variance has been unexplained in intention and behavior. On possibility for this unexplained variance may be underlying moderation effects. The aim of this study is to investigate the personality traits(conscientiousness and extraversion) as moderators of the TPB. To attain this goal, hierarchical regression analysis, mediation analysis, moderation analysis and moderated mediation analysis were performed. Three hundred and six college students completed self-administered questionnaires measuring attitude, subjective norm, perceived behavioral behavior, past behavior, personality traits, intention and tourism behavior. It was prospective in design: TPB variables and personality traits were measured at baseline and actual tourism behavior was assessed 6 months later. The results indicated that: (1) positive moderating effects of personality traits were demonstrated for tourism behavior, indicating that people with high level of conscientiousness and extraversion were more likely to translate their intentions into actual tourism behavior, (2) intention partially mediated attitude-behavior relationship and fully mediated subjective norm(perceived behavioral control, past behavior)-behavior relationship. Personality traits moderated the mediation process: the strength of the mediation effect increased along with the levels of personality traits.

Abstract

Despite the relatively consistent results of the theory of planned behavior(TPB), more than half of the variance has been unexplained in intention and behavior. On possibility for this unexplained variance may be underlying moderation effects. The aim of this study is to investigate the personality traits(conscientiousness and extraversion) as moderators of the TPB. To attain this goal, hierarchical regression analysis, mediation analysis, moderation analysis and moderated mediation analysis were performed. Three hundred and six college students completed self-administered questionnaires measuring attitude, subjective norm, perceived behavioral behavior, past behavior, personality traits, intention and tourism behavior. It was prospective in design: TPB variables and personality traits were measured at baseline and actual tourism behavior was assessed 6 months later. The results indicated that: (1) positive moderating effects of personality traits were demonstrated for tourism behavior, indicating that people with high level of conscientiousness and extraversion were more likely to translate their intentions into actual tourism behavior, (2) intention partially mediated attitude-behavior relationship and fully mediated subjective norm(perceived behavioral control, past behavior)-behavior relationship. Personality traits moderated the mediation process: the strength of the mediation effect increased along with the levels of personality traits.

참고문헌 (62)

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