원문정보
초록
영어
This study aims to understand the determinants and effects of SNS photo sharing on festival satisfaction among teenage festivalgoers, to derive strategies that festival organizers could employ to maintain long-term relationships with their audience. In this paper, we followed the festival attribute and SNS photo sharing behavior approaches for developing measurement constructs, by investigating previous related studies. Statistical analyses revealed that festival attributes positively impact consumer perceptions of festival value, which in turn influences SNS photo sharing behavior and festival satisfaction. In addition, SNS photo sharing behavior has a significant mediation effect on the process. Moreover, the differing intensities of SNS usage among the festivalgoers resulted in consumers presenting significantly different SNS photo sharing behavior. Our findings offer insights for marketers in the festival business who are interested in gaining a better understanding of the behavior of teenage festivalgoers.
목차
1. Introduction
2. Theoretical Background and Hypotheses Development
2.1 Festival attributes and perceived value
2.2 Perceived Festival value and SNS Photo Sharing Behavior
2.3 Perceived festival value and satisfaction
2.4 SNS photo sharing behavior and festival satisfaction
2.5 Perceived festival value mediation effect
2.6 Intensity of SNS moderation effect
3. Methods
3.1 Measurement Development
3.2 Data collection and Sample Characteristics
4. Results
4.1 Measurement Model
4.2 Structural Model
4.3 Mediation Analysis
4.4 Moderation Analysis
5. Discussion
6. Conclusion
References