메시지 유형에 따른 숙박시설 잠재적 이용객의 에너지 절약 태도와 행동의도 비교

초록

The purpose of this study is to find difference between attitude of energy saving and behavioral intension of accommodation users' by message types. This study conducted experimental research method schemed by fixed model completely randomized factorial design. The result of this study showed that the attitude toward practice exposed by message including emotional and non-monetary compensation message is statistically different from the others which are not exposed by any messages, with the highest average level. That is, the message stimulating users' emotions and at the same time donating their environmental funds which is rewarded to compensation for practice is the most effective for users to participate in energy saving behavior. Behavioral intention also showed a similar context with the attitude toward practice exposed by emotional and non-monetary compensation message. This study suggested that the message composed by emotional and non-monetary compensation message is very useful to increase accommodation users' participation for energy saving movement.

키워드