Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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The Mediating Effect of Social Support and Interests on the Relationship Between Characteristics of Agricultural Education Program, Social Support, Interest and Word of Mouth Intention

농업교육프로그램 특성과 구전의도와의 관계에서 사회적 지지, 관심도의 매개효과

  • Received : 2016.10.15
  • Accepted : 2016.11.13
  • Published : 2016.11.30
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Abstract

The purpose of this study was to look at the mediating effect of social support and interests on the relationship between characteristics of agricultural education program and word of mouth intentions. As a results of analysis of structural model, first, social support had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. Second, interests had a mediating effect on the relationship between characteristics of agricultural education program and word of mouth intentions. The results highlight the importance of promoting social support and individuals' interests on the agricultural education program to increase the word of intention for agricultural education program. This eventually leads the revitalization and development of agricultural education.

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