The Influence of Festival Consumer's Motivation on Behavioral Intentions: Moderating Roles of The Degree of Involvement

• 영문명: The Influence of Festival Consumer's Motivation on Behavioral Intentions: Moderating Roles of The Degree of Involvement
• 발행기관: 한양대학교 유럽-아프리카연구소
• 저자명: Min-Ju Choi Hee-Won Choi Ye-Jin Oh Ha-Yeon Byun Woo-Hyuk Kim
• 간행물 정보: 『글로벌 거버넌스와 문화』제3권 제2호, 60~75쪽, 전체 16쪽
• 주제분류: 사회과학 > 정책학
• 파일형태: PDF
• 발행일자: 2023.10.31

영문 초록

The purpose of this study is to examine the relationship between festival consumers' motivation to visit and behavioral intention when moderated by consumers' involvement. In terms of data collection, we used 355 usable surveys from the consumers who visited the Harbin festival. In order to investigate our hypotheses, we used frequency analysis, factor analysis, and regression analysis using SPSS 25.0 Based on the result, first, we found that there is a positive relationship between festival consumers' motivation and behavioral intention. In addition, we suggested identifying the moderating role of consumers' involvement between motivation and behavioral intention. Our findings have several theoretical implications and practical implications for marketing strategies related to the festival industry.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Methods

Ⅳ. Results

Ⅴ. Conclusion

References

키워드

Festival Consumer Motivation Involvement Behavioral intention