서양 음식점에 대한 고객들의 과거 행동과 부정적인 구전 행동 의도의 관계에 미치는 매개 효과 평가 = Assessing the Mediating Effects of the Factors on the Relationships between Customers' Past Behavior and Negative Word-of-Mouth Intention in Western Restaurant

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine the mediating role of attitude, subjective norm, and perceived behavioral control on the relationships between past behavior and customers' intention to engage in negative word-of-mouth communication of dissatisfaction responses. Results of the study demonstrated that the inclusion of past behavior improved the predictability of the negative word-of-mouth communication of dissatisfaction response intentions. Furthermore, the mediating analyses indicated that the influence of past behavior was mediated by the mediator. In the contests of negative word-of-mouth communication, the effect of past behavior on intention was partially mediated by attitude, subjective norm and perceived behavioral control.

참고문헌 (Reference)

1 "The theory of planned behavior" 50 : 179-211, 1991

2 "The prediction of safe lifting behavior:an application of the theory of planned behavior" 36 : 63-73, 2005

3 "The applicability of the theory of planned behavior to the intention to quit smoking across workplaces in southern Taiwan" 23 : 225-237, 1998

4 "Testing the sufficiency of the theory of planned behavior A case of customer dissatisfaction responses in restaurants" 24 : 475-492, 2005

5 "Self-schemas and the theory of planned behaviour" 30 : 533-550, 2000

6 "Predicting hunting intentions and behavior: An application of the theory of planned behavior" 23 : 165-178, 2001

7 "Predicting career information-seeking behavior of school pupils using the theory of planned behavior" 62 : 26-42, 2003

8 "Predicting behavioral intention of choosing a travel destination" 27 : 589-599, 2006

9 "Modelling the theory of planned behaviour and past behaviour" 8 : 57-69, 2003

10 "Implementation intentions and repeated behaviour:Augmenting the predictive validity of the theory of planned behaviour" 29 : 349-369, 1999

11 "Habit versus planned behavior: A field experiment" 37 : 111-128, 1998

12 "Habit and intention in everyday life:the multiple processes by which past behavior predicts future behavior" 124 : 54-74, 1998

13 "Effects of perceived justice on satisfaction and behavioral intentions" 29 : 109-124, 2001

14 "An exploratory study of service value in the USA and Ecuador" 10 : 469-486, 1999

15 "An exploration of student internet use in India" 22 : 233-246, 2005

16 "A comparison of three models of attitude-behavior relationships in the studying behavior domain" 29 : 161-189, 1999