earticle

영어

Festival which are currently held at reaching the limitation of growth in the sector of the influx of new visitors due to the indiscreet quantitative expansions and the revisit intention of festival visitors make or break its success. The study which is adopted the integrated model to combine self-determination theory that is effective theory to understand that how the revisit intention is created and the plan conduct theory is needed to focus on festival visitors. Therefore, this study had verified the self-determination of festival visitors, planned behavior, behavioral intention, perceived risk, influencing relationship of prior knowledge, and moderation effect of perceived risk and prior knowledge. The study result is as follows. Frist, the self-determination of festival visitors had a positive effect on planned behavior. Second, the planned behavior had a positive effect on the behavioral intention, which means that there is a positive effective relationship between planned behavior and the behavioral intention. Third, the perceived risk between the planned behavior and the behavioral intention of festival visitors had played a adjusting role. The attitude toward behaviors and the subjective regulations had played a adjusting role but the perceived behavioral control did not play the adjusting role. Therefore, the study had verified the validity that the perceived risk would be adopted as an additional variable to explain the behavioral intention of festival visitors effectively. The results of this study would be baseline date to suggest the direction for planning and implementing the festivals. A Study on the Influence of Planned Behavior on Behavioral Intention of the Self- Determination of Festival Visitors.