해외여행의 위험지각과 주관적 규범이 태도 및 행동의도에 미치는 영향: 합리적 행동이론의 적용 = The Influence of Perceived Risk, Subjective Norm of Overseas Travel on Attitudes and Behavioral Intentions: Application of Theory of Reasoned Action

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the influence of perceived risk, subjective norm of overseas travel on attitude for overseas travel and behavioral intentions for overseas travel by adopting an application of reasoned action model (TRA), and tried to hand the message the importances of risk perception and subjective norm in potential customer's decision-making procedure of overseas travel. For the study, 568 useful questionnaires have been used for this study by respondents in Seoul and Gyounggi area who have been worked at a company and have been experienced overseas travel.
This study conducted a factor analysis with 22 items for perceived risk of overseas travel, and were yielded five factors : physical/accident risk, tourist facilities/function risk, monetary risk, social/geographical risk, medical/safety risk.
The results are as follow. First, the only one perceived risk sub-attribute of overseas travel, physical/accident risk was significantly influenced on attitude for overseas travel. But the rest perceived risk sub-attribute of overseas travel, tourist facilities/function risk, monetary risk, social/geographical risk, medical/safety risk, were not significantly influenced on attitude for overseas travel. Secondly, attitude for overseas travel was positively influenced on behavioral intentions of overseas travel. Thirdly, subjective norm was significantly influenced on attitude and behavioral intentions for overseas travel.
Through the results, the author suggests that the perceived risk factors except the physical/accident risk, were not important on the customer's decision-making for overseas travel. But they feel it could be dangerous for their travel, it makes them unlike the overseas travel. For the reason, the marketer should recognize physical/accident risk could occur at any time, and try to establish the strategic plan which could be reduced the risk perception of potential customers as soon as possible. Also subjective norm were sincerely important factor on the customer's decision-making procedure, therefore the marketer should try to form a social consensus that Overseas travel is desirable.

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