확장된 목표지향적 행동이론을 중심으로 본 중국인 성형관광객의 행동의도에 관한 연구

Title
확장된 목표지향적 행동이론을 중심으로 본 중국인 성형관광객의 행동의도에 관한 연구
Other Titles
Examining Chinese Plastic Surgery Tourists` Behavioral Intentions Using an Extended Model of Goal-directed Behavior
Authors
현성협
Keywords
확장된 목표지향적 행동모형; 한류스타 신체적 매력도; 온라인구전; 허영심; Extended Model of Goal-Directed Behavior; K-Star Physical Attractiveness; e-WOM; Vanity
Issue Date
2015-03
Publisher
한국호텔관광학회
Citation
호텔관광연구, v. 17, NO 2, Page. 17-34
Abstract
By examining K-Star Physical Attractiveness and E-Wom, this study developed an Extended Model of Goal-Directed Behavior(EMGB) in order to identify the decision-making process of the chinese to Plastic surgery tourism. Also, this research attempts to analyze the moderating effects of Vanity between Desire and Behavioral Intention. Thus, the purposes of this paper were to examine what factors that Desire and Behavioral Intention the chinese plastic surgery tourists to visit in Korea. The suggested theoretical model was empirically tested through structural equation modeling(SEM) of data collected 307 potential the chinese plastic surgery tourists. The results of this study (1) Attitude, Perceived Behavioral Control, Anticipated Emotions, K-Star Physical Attractiveness and E-Wom had effect on Desire, but Subjective Norms had no effect on Desire. (2) Vanity played the significant moderating role in the relationship between Desire and Behavioral Intention. As a result, this study provides meaningful theoretical and practical implication for Medical Tourism industry.
URI
http://kiss.kstudy.com/journal/thesis_name.asp?tname=kiss2002&key=3315928http://hdl.handle.net/20.500.11754/22643
ISSN
1229-3482
Appears in Collections:
COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM SCIENCE(관광학부) > Articles
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