축제 감정의 인지적 평가모형에서 관여수준의 역할 = Research Articles : The Role of Festival Involvement in the Cognitive Appraisal Model of Emotions

다국어 초록 (Multilingual Abstract)

The primary purpose of this study was to examine the role of festival involvement in the cognitive apparaisal model of emotions. In this study, the theories of service performance and the circumplex model of affect have been adopted to explain visitor`s satisfaction with the Yangeongsi Hanbang medicine festival, Dae-Gu. In order to collect the data needed for this study, an on-site questionnaire was developed. A convenience sample of subjects was obtained from visitors who attended the Hanbang Medicine Festival. Data were collected through on-site surveys for three days between May 5th and May 7th, 2006. The two hypotheses dealt with under which condition affect(or cognitive) would play a more important role in the process of making satisfaction judgments. The results suggested that, regardless of the level of involvement condition(high vs. low), cognitive(service performance) played a more important role than affect in the process of making satisfaction judgments. This results suggests that service quality is a very powerful determinant of post-consumption behavior(i.e., satisfaction) within the festival.

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