장소성 인식 특성이 행동 의도에 미치는 영향 분석 - 대학로 문화지구를 대상으로 홍대지역과 비교 분석

초록

This study tried to investigate the validity of the causality model of placeness cognition and behavioral intention by Kang & Choi (2012). On Daehakro street in Seoul known for performances, theaters, and troupes in its cultural district, this article analysed the causality models of three different groups visiting the street, and compared the results with the ones of Hongik University areas by Kang & Choi(2012). By building and analyzing the path model of placeness and behaviors on the cultural street, this study could show three results as followings. First, it supports the validity of theoretical model on relationship between the cognition of placeness and visitors? behavioral intention by Kang & Choi(2012) to some extent. Second, the differences on cognition of placeness by diverse user groups could alter the structural equation model. The simple consumer group in Daehakro street does not recognize the cultural aspects of the street, although the other groups are aware of the placeness. Third, placeness consumers in Daehakro street are different from the ones in Hongik University areas. The simple consumer group in the latter place perceives and enjoys placeness, but the similar group in the former district does not.

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