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황정현(Jung Hyun Hwang),봉준호(Jun Ho Bong),이수범(Soo Bum Lee) 한국관광연구학회 2015 관광연구저널 Vol.29 No.5
Since the emergence of the consumption paradigm, researchers have increasingly considered various concepts for consumption behavior through diverse industries and products. However, little attention has been given as to how consumers realize the decision making process for purchase on wedding consumption. Thus, this study analyzed how to have the relationship between consumption propensity and selection attributes on wedding industry, especially a wedding hall. It offers a conceptually valid measure and demonstrates the concept`s effect on wedding consumption. The sample of this study was extracted as 311 valid one. For the statistical analysis that fits the research objective, SPSS was employed to analyze the dimensionality of research concepts and reliability test, and canonical correlation analysis was employed to verify the research hypotheses. In the meantime, four factors were identified for consumption propensity; Planned consumption, Impulsive Consumption, Conspicuous Consumption, and Other-Conscious Consumption, and five actors for selection attributes of the wedding hall; Price, physical environment, public image, Food Quality, and accessibility. Then, to find out relations among these factors, this study carried out a canonical correlation analysis. As a result, one canonical function was discovered between consumption propensity and selection attributes. Especially Conspicuous Consumption and Other-Conscious Consumption are highly correlated with public image and physical environment. Based on the results above, this study affords a useful foundation for making practical and academic implications. This work offer and serve to guide further research in this area.