초록 열기/닫기 버튼
The purpose of this study is to examine how the experiential value are related behavior intention based on the model of goal-directed behavior. In this study, we collected 194 samples from people who participated in the Japan Street Arts festival. Through confirmatory factor analysis, attitudes, positive anticipated emotions, negative anticipated emotions, subjective norms, perceived behavioral control, desire, emotional value, functional value, and behavior intention were constructed. Using the PLS-SEM analysis in the reserach model, attitude and perceived behavioral control have a direct impact on desire. Desire also has a direct effect on emotional and functional values. However, the functional value has a significant impact on behavior intention. Therefore, these results contribute to the understanding of festival visitors’ behavior intention with an insights into how to effectively manage experiential value.
