원문정보
A Study of the Mediating Role of the Perceived Value in the Influence of the Festival Servicescape on the Behavioral Intention of the Festival Visitors
초록
영어
The purpose of this article is to test the mediating role of the perceived value in the influence of the festival servicescape on the behavioral intention of the festival visitors. The sample was collected at the Yeongam Wangin Culture Festival. The key findings of this article are as follows. (1) The festival servicescape does not have direct influence on the behavioral intentions. (2) The festival servicescape has indirect influence on the behavioral intention through the intermediation of the perceived value and the festival satisfaction. (3) The path of the indirect influence moves in the following order, the festival servicescape, the perceived value, the festival satisfaction, and the behavioral intention.
목차
I. 서론
II. 이론적 배경
1. 축제 서비스스케이프(festival servicescape)
2. 지각가치(perceived value)
3. 축제만족
4. 행동의도
III. 연구설계
1. 연구모형
2. 설문지 작성
3. 표본설계 및 조사
4. 분석방법
IV. 실증분석
1. 표본의 일반적 특성
2. 축제 서비스스케이프 측정변수의 타당성 및 신뢰성 검정과 변수합산평균
3. 측정모형분석
4. 가설검정
5. 잠재요인간 효과분석
V. 결과요약 및 시사점
참고문헌