확장된 목표지향적 행동모형을 이용한 와인구매 의도 예측

• 영문명: Predicting Wine Purchasing Intention Using Extended Model of Goal-directed Behavior
• 발행기관: 한국관광학회
• 저자명: 고재윤 송학준 유은이
• 간행물 정보: 『관광학연구』제38권 제4호, 11~36쪽, 전체 26쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.05.31

영문 초록

This study developed an extended model of goal-directed behavior (EMGB) in order to identify the decision-making process of wine consumers in off-premise. A total of 366 useful sample surveys were collected from wine shops, major supermarkets, and wine outlets. A structural equation model approach was employed to identify the relationships between latent variables in the EMGB after developing the proper measurement model. The results of the EMGB indicate that “desire” had the strongest relationship with customers’ intentions to buy wine 'off-premise'. The desire for purchasing behavior was mainly determined by their anticipated emotion, attitude, subjective norm, and frequency of part behavior. It was determined that perceived behavior control does not have a relationship with desire and behavior intention in the research model.

목차

I. 서론

II. 이론적 배경

III. 연구설계

IV. 분석 결과

V. 결론 및 시사점

참고문헌

키워드

와인구매 의도 의사결정과정 목표지향적 행동모형 Wine purchasing intention Decision-making process Model of goal-directed behavior