COVID-19 위험지각과 개인·집단주의 가치, 해외여행 태도, 주관적 규범, 행동 의도 간의 영향 관계 연구 - 확장된 합리적 행동이론 적용 -

초록

The Purpose of the study is to examine the relationships among COVID-19 risk perception influences personal values​​(individualism, collectivism) in the process of forming attitude, subjective norm, and behavioral intention about oversea travel. In order to test the Conceptual model, This study conducted a survey with potential overseas travel customers in city areas including Seoul for high risk perception. A total of 326 valid data were analyzed using a structural equation model. The results showed that (1) risk perception ​​did not affect individualism values and only collectivism values (2) individualism values affected attitudes. (3) individualism values did not affect subjective norms. (4) collectivism values affected attitudes. (5) collectivism values ​affected subjective norms. (6) attitude affected behavioral intention. (7) subjective norms affected behavioral intentions. (8) risk perception did not affected behavior intention. Ultimately, this study contributes to Therefore, this study has established a model that can explain the causal relationship of various behavioral intentions that can occur due to values ​​(individualism, collectivism) in the process of COVID-19 risk perception and overseas travel behavioral intention. This study provide to travel industry has presented an operational plan for effective marketing in the environment of COVID-19.

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