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미세먼지 위협 상황 하에서 내국인 잠재관광객의 행동의도 - 보호동기이론(PMT) 적용 -
김주향 ( Kim Joohyang ),송학준 ( Song Hakjun ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.2
The threat of particulate matter has become an important issue because of its negative impact on daily lives and outdoor activities in South Korea. The level of particulate matter causes many inconveniences in tourists’ decision-making and traveling for the potential impact of particulate matter on tourists’ health. However, there is a lack of study to find out domestic tourists’ perception and behavior intentions under the threat of particulate matter. This study applied the Protection Motivation Theory(PMT), which has been a valuable framework to explain communication content based on fear appeals. Four Factors, severity, vulnerability, response efficacy and self efficacy, were used to measure the relationships of the protection motivation. In addition, the protection motivation and attitude were analysed in related to behavior intentions. A total of 383 completed questionnaires were analysed and SEM(Structural Equation Modeling) was used to test hypotheses. The results show that vulnerability and self efficacy positively affected protection motivation. Also, protection motivation and attitude positively affected behavior intentions of domestic tourists’. Theoretical and practical contributions to the PMT theory under the treat of particulate matter and the application related tourism industry were discussed.
레스토랑 콘텐츠 방송프로그램 정보를 활용하는 외식소 비자의 지각된 위험과 주관적 규범이 태도 및 행동의도에 미치는 영향 - 합리적 행동이론의 적용 -
성혜진 ( Sung Hye-jin ),김주향 ( Kim Joohyang ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.1
This study investigated the effects of restaurant consumers’ perceived risk and subjective norm of restaurant contents programs on attitudes and behavior intentions by applying the theory of reasoned action. A multidimensional concept of perceived risk consisting of financial risk, performance risk, psychological risk, and time risk was identified A total of 359(89.8%) completed questionnaires were analysed and AMOS 20.0 software was used. The results showed that economical risk and time risk did not affect attitudes, but performance risk and psychological risk negatively affected attitudes. In addition, subjective norm positively affected attitudes and behavior intentions and attitudes also positively affected behavior intentions. Theoretical and practical contributions to the perceived risk and the application of theory of reasoned action related to restaurant consumers’ were discussed.
온라인 식품구매 소비자의 전환행동에 관한 연구 - 수정된 Triandis 모델을 적용한 통합 모델 개발을 중심으로 -
유은이 ( Yoo Eunyi ),김주향 ( Kim Joohyang ) 한국호텔리조트학회 2021 호텔리조트연구 Vol.20 No.4
Online food market has been growing continuously in South Korea even though the food and beverage industry has difficulties in preserving the high quality of freshness and standardization different from manufactured goods. However, there is a lack of study to examine consumer switching behavior in online food market. This study analyzed the impact of food purchasing quality, perceived consequences and social factors proposed by Triandis. 400 questionnaires were collected from April 12 to 23 in 2021, and 360 questionnaires except inadequate responses were used for statistical analysis. The results are as follows. First, the procedural switching cost has related to perceived ease of use negatively and social influence positively. Second, the financial switching cost has related to price, perceived usefulness, and social influence positively though product quality and perceived ease of use negatively. Third, relational switching cost has related to social influence negatively but has positive relationship with product quality, price, and perceived usefulness. Fourth, the switching intention has related to perceived usefulness and ease of use, social influence positively. Fifth, the procedural switching cost has positive relationship but the relational switching cost has negative in analysis of effect of switching cost and switching behavior. Sixth, the switching intention has related to the switching behavior positively. It will be contributed to the research of the online food market by specifically exploring consumer switching behavior and providing data to help companies manage their consumers in practice.
온라인 식품 소비자의 가구 형태에 따른 친환경 행동에 관한 연구
유은이(Eunyi Yoo),이민아(Minah Lee),김주향(Joohyang Kim) 한국외식경영학회 2023 외식경영연구 Vol.26 No.6
본 연구는 온라인 식품 구매자의 친환경 행동에 관한 연구를 위해 VBN 이론을 적용하여 온라인 식품 소비자들의 친환경 행동을 분석하고 가구 형태별 조절 효과를 규명하고자 하였다. 본 조사는 전국 20세 이상 성인을 대상으로 하였으며, 총 318부를 통계 분석에 사용하였다. 첫째, 환경 의식의 두 요인인 환경에 대한 인식과 환경에 대한 지식 모두 가치에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 온라인 식품 소비자의 환경에 대한 가치가 환경에 대한 신념에 정(+)의 영향을 미치고, 환경에 대한 신념이 환경 규범에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 온라인 식품 소비자의 환경 규범은 친환경 행동에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 1인가구, 자녀가 없는 부부, 자녀가 있는 부부와 같은 가구 형태는 온라인 식품 소비자의 환경 의식, 가치, 신념, 규범과 친환경 행동 간의 관계를 조절하는 것으로 나타났다. This study analyzed the eco-friendly behavior of online food consumers and identify the moderating effect of each household type by applying the VBN theory. This survey targeted adults aged 20 or older and a total of 318 copies were used for statistical analysis. First, both environmental awareness and environmental knowledge were found to have a positive effect on value. Second, it was found that online food consumers' value in the environment had a positive effect on their beliefs, and their beliefs in the environment had a positive effect on norms. Third, it was found that the norms of online food consumers had a positive effect on eco-friendly behavior. Fourth, household types such as single-person households, married couples with no children, and married couples with children were found to control the relationship between environmental awareness, values, beliefs, norms, and eco-friendly behavior of online food consumers.