인터넷 광고 노출이 광고태도, 관광지태도와 행동의도에 미치는 영향 : 중국소비자를 중심으로

정기한,리성펑,신재익 한국인터넷전자상거래학회 2014 인터넷전자상거래연구 Vol.14 No.4

The purpose of this study is to investigate what exposure of internet advertising influences behavioral intentions and the relationship between cognitive and affective responses, advertising attitude, tourism destination attitude, and behavioral intentions, as well as whether there are the impact differences of gender and age on advertising attitude and behavioral intentions. Appropriate measures were developed and tested on 253 Chinese respondents who have visited Tsingtao with a cross-sectional questionnaire of online survey. The results of the empirical analysis confirmed that there is the impact difference of exposure of internet advertising on behavioral intentions between exposed group and non-exposed group. Affective response positively influences advertising attitude but cognitive response does not. Advertising attitude positively influences tourism destination attitude and tourism destination attitude positively behavioral intentions. Affective response has a positive indirect effect on tourism destination attitude and behavioral intentions. Advertising attitude has a positive indirect effect on behavioral intentions. However, the differences of gender and age on advertising attitude and behavioral intentions are not significant. Thus, marketers should develop effective internet advertising to enhance tourism destination attitude and behavioral intentions.

해석수준과 대응수준이 기후변화 대응행동 의도에 미치는 영향 : 심리적 거리의 매개효과와 미래/ 즉각적 결과고려의 조절효과 중심

함승경(Seungkyung Ham),김혜정(Hyejung Kim),김영욱(Yungwook Kim) 한국언론학회 2020 한국언론학보 Vol.64 No.4

The purpose of the study is to investigate the effects of construal levels and response levels on coping behavioral intentions against climate change, focusing on the mediating roles of psychological distance and the moderating roles of consideration of future/immediate consequences(CFC/CIC). Previous studies that deal with the climate change issue from the perspective of the construal level theory have focused on investigating the direct relationship between psychological distance and coping behavioral intentions. However, not many studies have explored other influencing variables affecting psychological distance and the mediating role of psychological distance on coping behavioral intentions. This study is different from previous climate change-related studies in that it investigated relationships among various influencing factors increasing coping behavioral intentions against climate change such as who the responsive subject is (i.e. response level), the meditating role of psychological distance, and the moderating role of CFC/CIC. This study posed three research questions as follows: first, are there any differences in coping behavioral intentions by construal levels and response levels? Second, does psychological distance mediate the relationship between independent variables and coping behavioral intentions. Third, does CFC/CIC moderate the relationships in the second research question? To answer these research questions, a 2 (construal level: low vs. high) × 2 (response level: personal vs. societal) between subject factorial design experiment was conducted. Thus, four kinds of messages were produced, and the experiment was carried out through online survey service. A total of 446 respondents participated in the survey experiment from March 12 to March 17 in 2020. According to the results of the study, construal levels and response levels had no significant relationships with psychological distance, but CIC had a moderating effect. Specifically, in the high level of the CIC group, the personal response and high construal condition resulted in more psychological distance as well as lower coping behavioral intentions. Future studies need to verify more concrete relationships between CIC and coping behavioral intentions in the climate change context since it is important to explore factors decreasing coping behavioral intentions as well as increasing the intentions respectively. Finally, the results of this study imply that there may be many other interaction effects related to psychological distance in the context of construal levels and coping behavioral intentions against climate change. Theoretical implications and practical applications were discussed following the research results.

유튜브 채널 ‘이스타 TV’ 정보 공감 요인이 시청자 행동의도에 미치는 영향 -인플루언서의 공감을 매개 변인으로-

로요 ( Lu Yao ),이훈용 ( Lee Hun Yong ),김종무 ( Kim Jong Moo ) 커뮤니케이션디자인학회 2024 커뮤니케이션 디자인학연구 Vol.86 No.-

미디어의 변화, 인터넷 발전, 스마트폰 대중화 및 SNS 중심의 환경에서 사용자들은 시간적, 공간적 제약 없이 콘텐츠를 소비하고 있다. 유튜브와 같은 SNS 동영상 플랫폼은 시청자들에게 자유롭게 시청하고 공유할 수 있는 환경을 제공하며, 사용자들은 영상 소비자에서 전파자로의 역할까지 수행하고 있다. 유튜브 시청자들은 '좋아요', '댓글', '구독'을 통해 만족한 콘텐츠에 대한 공감을 표현하고, 이는 다른 시청자들의 영상 선택에 영향을 미치는 행동요인으로 작용하고 있다. 본 연구는 유튜브의 축구 종합 예능 채널인 이스타 TV가 제공하는 정보에 대한 공감요인이 시청자 행동의도에 미치는 영향, 그리고 인플루언서 공감이 시청자 행동의도에 어떤 매개 역할을 하는지를 알아보고자 한다. 이를 위해 총 508개의 설문을 SPSS 27.0을 활용하여 요인분석, 신뢰도 분석, 변수 간 상관관계 분석, 회귀분석 및 매개회귀 분석을 시행하였다. 분석 결과 첫째, 이스타 TV 정보 공감 요인은 ‘정보 신뢰 공감’, ‘정보 가치 공감’, ‘정보 내용 공감’, ‘정보 만족 공감’으로 나타났다. 둘째, 이스타 TV의 정보 공감 모든 요인이 인플루언서 공감에 긍정적인 영향을 주었으며, 특히 ‘정보 가치 공감’이 가장 큰 영향력을 가진 것으로 확인되었다. 셋째, 이스타 TV의 정보 공감 요인과 인플루언서 공감이 시청자 행동의도에 미치는 영향을 분석한 결과, ‘정보 내용 공감’, ‘정보 만족 공감’, ‘인플루언서 공감’은 시청자 행동의도에 긍정적인 영향을 보였으나 ‘정보 가치 공감’, ‘정보 신뢰 공감’은 유의한 영향을 보이지 않았으며, 인플루언서 공감이 시청자의 행동 의도에 가장 큰 영향을 주었다는 것이 확인되었다. 넷째, 이스타 TV 정보 공감 요인이 시청자 행동의도에 미치는 영향에 있어 인플루언서 공감의 매개역할 분석 결과 인플루언서 공감은 ‘정보 내용 공감’, ‘정보 만족 공감’과 행동의도 관계에서 부분 매개 효과가 있는 것으로 확인되었다. 이는 이스타 TV 정보 공감 요인 중 ‘정보 내용 공감’, ‘정보 만족 공감’이 시청자 행동의도에 직접적인 영향을 미치는 것보다 ‘정보 내용 공감’, ‘정보 만족 공감’이 인플루언서 공감에 영향을 미치고, 인플루언서 공감이 시청자 행동의도에 영향을 미칠 때 시청자 행동의도가 더욱 강해진다고 볼 수 있다. 본 연구 결과는 유튜브에서 정보 공감에 대한 시청자 행동의도를 이해하는 데 기초자료로 활용될 것이다. Amid changes in media, advancements in the internet, the widespread use of smartphones, and an environment centered around social networking sites (SNS), users are consuming content without time and space constraints. Platforms like YouTube, an SNS for videos, provide viewers with an environment to freely watch and share content. Users have evolved from mere consumers of videos to broadcasters themselves. YouTube viewers express their appreciation for content by 'liking', commenting, and subscribing, which, in turn, influences the video choices of other viewers. This study aims to investigate the impact of viewer empathy towards the content provided by ESTAR TV, a YouTube soccer entertainment channel, on viewer behavioral intentions, and the mediating role of influencer empathy in this process. To this end, 508 surveys were analyzed using SPSS 27.0, conducting factor analysis, reliability analysis, correlation analysis between variables, regression analysis, and mediating regression analysis. The results showed, firstly, that the factors of ESTAR TV information empathy were identified as 'information trust empathy', 'information value empathy', 'information content empathy', and 'information satisfaction empathy'. Secondly, all factors of ESTAR TV's information empathy positively influenced influencer empathy, with 'information value empathy' having the most significant impact. Thirdly, the analysis of the impact of ESTAR TV's information empathy and influencer empathy on viewer behavioral intentions revealed that 'information content empathy', 'information satisfaction empathy', and 'influencer empathy' positively influenced viewer behavioral intentions, while 'information value empathy' and 'information trust empathy' did not show significant impacts. Influencer empathy had the most significant impact on viewer behavioral intentions. Fourthly, in analyzing the mediating role of influencer empathy in the impact of ESTAR TV's information empathy factors on viewer behavioral intentions, it was found that influencer empathy partially mediated the relationship between 'information content empathy', 'information satisfaction empathy', and behavioral intentions. This suggests that the influence of 'information content empathy' and 'information satisfaction empathy' on viewer behavioral intentions is stronger when they impact influencer empathy, which in turn influences viewer behavioral intentions. The results of this study can serve as a basis for understanding viewer behavioral intentions towards information empathy on YouTube.

전통한옥민박 체험관광의 관광객 만족도 및 행동의도에 관한 연구

문창현(Chang Hyun Moon) 한국관광연구학회 2009 관광연구저널 Vol.23 No.3

The purpose of this research is to suggest appropriate directions for the experiential tourism of home-stay in Korean traditional Hanok through the investigation of the tourist`s satisfaction and behavioral intentions with the service quality in case of Jeonju Hanok Village. This research focus on the effect of the service quality of the experiential tourism of home-stay in Korean traditional Hanok on the tourist`s satisfaction and behavioral intentions. And it also focus on comparative analyses of differences of the tourist`s satisfaction and behavioral intentions classified by their visit experiences and demographic characteristics. The results of this study are summarized as follows. First, as a result of the test of significance, the difference of the tourist`s satisfaction and behavioral intentions between first time visitor and repeated visitor is confirmed to be statistically insignificant. Second, the difference of the tourist`s satisfaction and behavioral intentions in aspect of the tourist`s demographic characteristics (sex, age, an academic background) is confirmed to be statistically significant. Third, the tourist`s satisfaction with the service quality of the experiential tourism of home-stay in Korean traditional Hanok appears to be positively correlative with the tourist`s comprehensive satisfaction. Fourth, the tourist`s satisfaction with the service quality of the experiential tourism of home-stay in Korean traditional Hanok appears to be positively correlative with the tourist`s behavioral intentions. Fifth, the tourist`s comprehensive satisfaction appears to be positively correlative with the tourist`s behavioral intentions.

피부관리의 내적·외적 통제요인, 행동의도와 피부관리행동과의 관계분석

이지영,박길순 한국피부과학연구원 2014 대한피부미용학회지 Vol.12 No.4

The purpose of this study is of to predict the skincare behavior by applying to the skincare behavior the theoryof planned behavior, the theory providing the systematic structure for identifying influencers on the humanbehavior, and making a concrete analysis of influencers on the skincare behavior. The data collected wereanalyzed with the use of the SPSS 18.0 program and the AMOS 19.0 program. The results were as follows:It was found that skincare knowledge and skincare experience of the factors judged to have an effect on theskincare behavior had a moderating effect in each path. An attempt was made to divide the level of skincareknowledge into the low level and the high level and compare their influence between both groups. As aresult, it was found that skincare knowledge had a moderating effect in the relationship of skincare internalcontrol skincare behavioral intentions and external control skincare behavioral intentions. An attempt wasmade to divide skincare experience into its presence and its absence and compare their influence betweenboth groups. As a result, it was found that skincare experience had a moderating effect in the relationship ofskincare internal control skincare behavioral intentions and external control skincare behavioral intentions.

확장된 계획행동이론을 통한 생태관광지 방문객의 행동의도에 대한 연구-제주 동백동산 습지 방문객을 사례로-

고채환 제주학회 2023 濟州島硏究 Vol.60 No.-

The purpose of this study was to analyze the behavioral intention of eco-tourists which is essential for sustainable development of ecotourism. To do so, this study conducted the survey on visitors from Dongbaek-Dongsan wetland in Jeju Island based on applying Extended Theory of Planned Behavior which has been verified in the preliminary study in order to explain behavioral intention. This study explored Extended Theory of Planned Behavior composed of attitude, subjective norm and perceived behavioral control with additional factors including perceived value and environmental awareness as the antecedents of behavioral intention. As a result of this analysis, the relations between those factors and behavioral intention were identified that epistemic value, attitude and subjective norm, environmental awareness, and perceived behavioral control are in the sequence of the significant effects on behavioral intention. On the other hand, this study examined that functional value and emotional value did not show significant effects on behavioral intention. In conclusion, this study provides clear implications for ecotourism. It is necessary to develop marketing and promotional planning, and the various ecotourism programs that reflect visitors’ epistemic value, attitude and subjective norm, environmental awareness, and perceived behavioral control related to their behavioral intention. Also, it is essential to provide interpretation and education programs, and to organize governance with the participation of communities, environmental groups, experts and administration in order to raise social awareness regarding diverse values of ecotourism..

아로마테라피 계획행동이 행동의도에 미치는 영향

한현정,김용신 한국응용과학기술학회 2024 한국응용과학기술학회지 Vol.41 No.2

본연구는 계획행동이론 요인으로 태도, 주관적 규범, 지각된 행동통제의 계획행동이론으로 아로마테라피의 계획행동이 행동의도에 미치는 영향을 알아보는데 목적을 두었다. 아로마테라피 계획행동이행동의도 독립변수의 태도, 주관적 규범, 지각된 행동통제는 아로마테라피 행동의도에 유의미한 긍정적인인과관계가 있는 것으로 분석되었다. 가설1의 “아로마테라피 계획행동이 행동의도에 미치는 영향을 미칠것이다” 의 검증 결과로 아로마테라피 계획행동 중에 태도, 지각된 행동통제, 주관적 규범이 클수록 참여의도역시 상승하는 것을 확인된 선행연구와 본 연구가 유사한 결과로 검증이 일치하였다. 이같은 결과는 아로마테라피 계획행동이 행동의도를 통해 아로마테라피의 시장점유율상승, 스트레스감소, 건강증진에 기여할것으로 시사한다. The purpose of this study was to investigate the effect of aromatherapy planned behavior on behavioral intention using the theory of planned behavior of attitude, subjective norm, and perceived behavioral control as factors of the theory of planned behavior. The behavioral intention of aromatherapy planned behavior was analyzed to have a significant positive causal relationship between the independent variables of attitude, subjective norm, and perceived behavioral control on the behavioral intention of aromatherapy. As a result of testing Hypothesis 1, “Aromatherapy planned behavior will have an effect on behavioral intention,” previous research confirmed that the greater the attitude, perceived behavioral control, and subjective norm during aromatherapy planned behavior, the higher the participation intention. The verification was consistent with similar results between this study and this study. These results suggest that aromatherapy planned behavior will contribute to increasing aromatherapy's market share, reducing stress, and improving health through behavioral intention.

먹거리 地域祝祭에서의 飮食購買行動에 대한 계획된 行動理論적용: 사전지식의 역할

조태영 청운대학교 관광산업연구소 2011 관광산업연구 Vol.5 No.2

This study was implemented to present implications in terms of marketing to sponsors of local food festivals by investigating behavioral patterns of tourists visiting a local food festival on purchasing foods based on theory of planned behavior. Results and implication of the study were summarized as follows:First, by implementing factor analyses, the following factors were drawn: attitude,subjective norm, recognized behavioral control, and prior knowledge. Second, as feasibility analysis of the final model showed some incompatibilities in some indices, the model was modified by applying corrective indices and obtained the following values: χ2=436.017(p=.000),df=230, Q=1.896, GFI=.894, AGFI=.861, RMR=.048, NFI=.907, TLI=.944, CFI=.953, and RMSEA=.055. As these values showed that the model could satisfy the general evaluation criteria of structural equation, it seems that the model was valid. Third, Assumption 1: “Attitude will exert significant impacts on behavioral intention” was rejected. Fourth,Assumption 2: “Subjective norm will exert significant impacts on behavioral intention” was accepted. Fifth, Assumption 3: “Recognized behavioral control will exert significant impacts on behavioral intention” was accepted. Sixth, Assumption 4: “Recognized behavioral control will exert significant impacts on behavior” was accepted. Seventh, Assumption 5: “Prior knowledge will exert significant impacts on behavioral intention” was rejected. Eighth,Assumption 6: “Prior knowledge will exert significant impacts on behavior” was rejected. Ninth, Assumption 7: “Behavioral intention will exert significant impacts on behavior” was accepted.

베트남 잠재 관광객의 한국 선택 영향요인 분석

윤지환,정효숙,이영진 한국기업경영학회 2012 기업경영연구 Vol.19 No.2

Analysing tourists’ selective attributes about their travel destination in an international tourism field was essential for marketers in the destination marketing. According to the trend of strong Korean wave and the government policy of attracting tourists in East Asia, the purpose of this paper is to analyze selective attributes influencing on behavioral intention of Vietnamese tourists in choosing their preferred tourist destination. For achieving goal of this, the literatures related to the importance of selective attributes in tourism industry, types of selective attributes influencing on tourist behavioral intention were reviewed. As shown in the previous studies, most selective attributes have influenced tourists’ satisfaction and behavioral intenti on. By reviewing available studies, selective attributes as the influential factors to choose Korea were identified. In this paper, we dealt with 2 problems: These are ‘How to constitute Vietnamese selective attribute to choose Korea?’ and ‘What relationship between the selective attributes and the tourist behavioral intention into Korea of Vietnamese?’. The questionnaire suggested in this study was constructed with 22 indicates of selective attributes to choose Korea, one indicated of tourist behavioral intention, and five indicated of demographic statistic characteristics. This survey studied 402 participants among 450 people who live in Hanoi and Ho Chi Minh in Vietnam. Principal component analyses was used to determine the common underlying dimension of the selective attributes of Korea. The result of Bartlett’s test of sphericity was significant, which showed non-zero correlation existed. The overall degree of reliability was above 0.900, which was well above the recommended threshold of sampling adequacy at the minimum of 0.50. These two tests suggested that the data was suitable for an exploratory factor analysis. At an analysis of causality, since tourist behavioral intention was measured by bivariate variable, a logistic regression modeling was used to analyze Vietnamese’ behavioral intention to choose Korea. The results of this survey show selective attributes of Vietnamese latent tourists to choose Korea and correlation of selective attributes and behavioral intention. First, factors of selective attribute can be categori zed into four main constructs: the advanced technology experience, the attraction for resources of Korean tourism, the experience of shopping and Korean wave, the convenience of tourist attraction. Second, among them two factors-the advanced technology experiences and the attraction for resources of tourism-influence Vietnamese’ tourist behavioral intention of Korea in less than a year. This study provides practical implications especially for the tourism industry suppliers of Korea to attract Vietnamese latent tourist into Korea. It is expected that industrial tourism which shows superiority of Korean enterprises will be getting popular to Vietnamese tourists. Also, climatic condition of Korea can attract them to visit Korea due to the fact that Vietnam is tropic region but Korea has four seasons. Especially, in Autumn, we can recommend them a colorful mountain, in winter, we can suggest them to go skiing. 국제관광에서 관광목적지 선택속성을 파악하는 것은 관광객 유치를 위해 효과적이다. 관광목적지 선택 시 고려요인 등의 파악은 관광 마케터들에게는 수익과 연결될 수 있기 때문이다. 최근 한류의 영향으로 아시아국가의 방한 관광객이 증가하고 있고 정부도 동남아 관광객 유치를 위해 많은 관심을 기울이고 있다. 이러한 추세에 맞추어 본 연구는 베트남 국민이 관광목적지로서 한국을 선택할 때 어떠한 선택속성의 영향을 받아 한국을 관광하고자 하는지를 분석하였다. 조사는 베트남 현지에서 호치민과 하노이 국민을 대상으로 조사를 실시하였다. 조사결과를 통해 베트남 잠재 관광객의 선택속성을 도출하였고 도출된 선택속성과 한국관광의도와의 관계를 분석하였다. 주요 분석결과로 베트남 국민의 한국 선택속성은 ‘선진기술체험’(기업 및 정부주관 박람회, IT 등 선진기술 체험관, 한국의 의료관광), ‘관광자원매력성’(아름다운 자연경관, 뚜렷한 사계절, 축제 및 이벤트, 역사적 유물 및 유적지, 스포츠 등 다양한 레크리에이션), ‘한류/쇼핑체험’(한류, 쇼핑의다양성), ‘관광지편의성’(숙박시설의 편의성, 여행비용, 관광지의 안전성, 관광지의 물가)의 4개 요인으로 분석되었다. 선택속성과 한국 관광의도 인과관계에서 1년 이내에 한국 관광을 희망하는 집단은 선진기술체험과 관광자원매력성을 한국 선택의 중요한 요인으로 생각하고 있었다. 본 연구의 결과는 베트남 관광객 유치를위해 마케팅적으로 유용한 정보를 제공할 것이다

통신기업의 공유가치창출(CSV)이 사회적 거리와 브랜드 이미지를 통해 소비자 행동의도에 미치는 영향

황윤환,길기순,서영욱 한국기업경영학회 2019 기업경영연구 Vol.26 No.5

CSV is a management strategy that creates social and economic values ​​by solving social problems in connection with businesses that utilize corporate resources and expertise. The purpose of this study was to examine the effect of telecommunications company's CSV activities reducing senior’s digital devide on social distance, brand image and consumers’ behavioral intentions. To suit the purpose of this study, the researchers sampled seniors using local senior welfare centers in Chungcheong province, where the IT supporters program of telecommunication company is actively conducted. As a result, first, CSV activities of telecommunication company had a positive effect on brand image and consumers’ behavioral intention. This suggests that CSV activities leverage the capabilities of a company to solve social problems, thus enhancing its brand image and positively affecting consumers’ behavioral intentions. Second, the CSV confirmed that social distance was reduced and that psychological distance had a positive effect on brand image and consumer behavioral intentions. Third, telecommunication companies’ CSV activities on seniors transformed them into active information users, resulting in the expansion of customer base. In summary, CSV activities of telecommunication companies with high suitability in corporate social responsibility activity had positive effects on consumers’ behavioral intentions, such as purchase intention, willingness to pay and word of mouth, through social distance and brand image as mediators. This demonstrates that telecommunication companies can expand their customer base by reconceiving the consumers and market, developing regional clusters in cooperation with senior welfare centers to narrow the digital divide in seniors and transform them into active information users. This study not only verified the relationship between telecommunication companies’ CSV activities on seniors and consumers’ behavioral intentions, while there hasn’t been sufficient empirical studies on telecommunication companies that promoted CSV, but also presented practical implications in establishing CSV strategies. 공유가치창출(CSV)은 사회적책임(CSR)으로 해결하지 못하는 근본적인 사회문제를 기업의 자원과 전문역량을 활용한 비즈니스와 연계하여 해결함으로써 사회적 가치와 경제적 가치를 동시에 만들어내는 경영전략이다. 본 연구는 시니어가 겪는 정보격차(digital devide) 문제를 해결하려는 통신기업의 CSV 효과를 확인하고자 하였다. 연구에 적합하도록 통신기업의 IT서포터즈 프로그램이 활성화된 충청지역 노인복지관들을 이용하는 시니어를 표본으로 하였다. 연구결과, 첫째 통신기업의 CSV활동은 브랜드 이미지와 소비자행동의도에 긍정적 영향을 주었다. 이것은 CSV활동이 기업의 역량을 활용하여 사회문제를 해결함으로써 그 기업의 전문 역량이 브랜드 이미지를 강화하고 소비자 행동의도에까지 긍정적 영향을 준 것이다. 둘째, CSV는 사회적 거리를 감소시키고, 심리적 거리가 줄어들수록 브랜드 이미지와 소비자 행동의도에 긍정적 영향을 주는 것을 확인하였다. 셋째, 저소득층(BOP)으로 인식된 시니어를 대상으로 추진한 CSV가 성과를 내는 것으로 나타났다. 이것은 통신기업이 무료 IT교육으로 시니어의 정보격차 문제를 해소하였고, 시니어를 적극적 정보이용자로 변화시켜 스마트폰 고객기반을 확대한 것이다. 이로써 본 연구는 시니어를 대상으로 추진한 CSV 활동이 소비자 행동의도에 미치는 영향관계를 실증하였고, 심리적 변수인 사회적 거리의 영향관계를 밝혔다는 의의가 있다. 또한 CSV를 추진하는 기업들에게 소비자 인게이지먼트를 높이는 CSV전략 수립에 실무적인 시사점을 제시하였다.