Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Behavior Attitude and Subjective Norms on Behavior Intention in Food Festival

  • Bok, Mi-Jung (Dept. of Service Management, Kwangju Women's University) ;
  • Park, Na-Eun (Dept. of Consumer & Family Sciences, Sungkyunkwan University)
  • Received : 2019.03.13
  • Accepted : 2019.04.04
  • Published : 2019.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to analyze the effect of behavior attitude and subjective norm on food festival behavior intention of married women living in Ulsan area. The data were analyed with PASW 18.0 using reliability analysis, frequency analysis, paired T-test, T-test, correlation analysis, one-way ANOVA and multiple regression analysis. The results were as follows. First, First, married women had a slightly higher passive behavior intention than aggressive behavior intentions on food festivals. Second, the more the experience of past food festivals, the higher the economic level, the higher the housewife's housewives, the higher the food festival behavior intention. Third, the behavioral intention of food festival increased with higher behavioral attitude and subjective norms. Fourth, subjective norms were the most influential variable for the behavioral intention of married women. Next, the behavior attitude for food festival was found.

Keywords

Table 1. Reliability of Scales

CPTSCQ_2019_v24n4_177_t0001.png 이미지

Table 2. General Characteristics of Subjects

CPTSCQ_2019_v24n4_177_t0002.png 이미지

Table 4. Socio-economic Variables on Behavior Intention

CPTSCQ_2019_v24n4_177_t0003.png 이미지

Table 3. Level of Behavior Intention

CPTSCQ_2019_v24n4_177_t0004.png 이미지

Table 5. Results of the Correlation Analysis

CPTSCQ_2019_v24n4_177_t0005.png 이미지

Table 6. Regression Results of Behavior Intention

CPTSCQ_2019_v24n4_177_t0006.png 이미지

References

  1. Sohn, J. K., & Han, S. I., "A Study on the Effect of Attitude, Subjective Norms and Perceived Behavioral Control on Behavior Intention toward Food Tourism: Focusing on the Modified Theory of Planned Behavior Using Emotional Factors", Journal of Tourism Sciences, Vol. 40, No. 3, pp. 11-33, 2016. https://doi.org/10.17086/JTS.2016.40.3.11.33
  2. Lee, J. Y., & An, T. G., "Applying the Theory of Planned Behavior to Forecast the Food Purchase in Festivals", The Journal of the Korea Contents Association, Vol. 8, No. 2, pp. 116-124, 2008. https://doi.org/10.5392/JKCA.2008.8.2.116
  3. Lee, H. S., & Oh, M. S., "Examining BIFF Visitors' Behavioral Intention Using an Extended Theory of Planned Behavior : Testing the Image of a Festival Site and Prior Knowledge", International Journal of Tourism and Hospitality Research, Vol. 30, No. 8, pp. 91-104, 2016. https://doi.org/10.21298/IJTHR.2016.08.30.8.91
  4. Im, E. S., & Ho, J., "Exploring Intention to visit Korea of Local Chinese for Korean Food Tourism by applying the Extended Theory of Planned Behavior: Moderating Effect of Experience", International Journal of Tourism and Hospitality Research, Vol. 31, No. 6, pp. 95-107, 2017.
  5. Lee, J. Y., & Kwon, M. Y., "Effects of Involvement of Food Tourists' on Participation in Food Tourism Activities and Behavioral Intention", Journal of Tourism Management Research, Vol. 13, No. 2, pp. 177-198, 2009.
  6. Choe, S. J., & Nam, K. Y., "The Effects of Quality Attributes on Customers' Emotion and Behavioral Intentions in the Casual Dining Restaurant", Study of Hotel Management, Vol. 23, No. 2, pp. 107-131, 2014.
  7. Kim, S. G., Lee, S. H., & Lee, J. H., "A Study of Food Tourism Participation Activity as it Relates to Tourism Satisfaction and Behavioral Intention: The Mediating Effect of Tourism Satisfaction", Journal of Tourism Sciences, Vol. 41, No. 7, pp. 11-26, 2017.
  8. Sohn, E. M., & Cho, M. S., "The Effects of the Motivation for Food Consumption and Preferences for Food-related Experiences on Participation Intention in Food Tourism : based on Tourists to Jeju Island", Journal of Tourism and Leisure Research, Vol. 28, No. 3, pp. 233-251, 2016.
  9. Kim, J. H., Chang, M. H., & Kim, D. C., "Effects of Food Involvement and Novelty Seeking on Culinary Tourism Behavior and Intension of Revisiting the Jeonju Bibimbab Food Festival", International Journal of Tourism and Hospitality Research, Vol. 30, No. 6, pp. 71-84, 2016.
  10. Yu, J. E., Lee, J. H., & Ahn, S. K., "The Effects of Rural Food Development on Local Attachment, Self-esteem and Festival Participation Intention: Focused on Hong-sung Region Nae-Po Festival", Journal of Tourism and Leisure Research, Vol. 24, No. 1, pp. 473-491, 2012.
  11. Lee, S. M., "Effects Food Tourism's Activities on Visiting Intention", The Journal of the Korea Contents Association, Vol. 10, No. 8, pp. 417-425, 2010. https://doi.org/10.5392/JKCA.2010.10.8.417
  12. Lee, J. W., Lee, S. M., & Moon, B. Y., "Impacts of Ethnic Restaurant Image on Participate Intention in Food Tourism", Journal of Food service Management Society of Korea, Vol. 12, No. 5, pp. 205-227, 2009.