확장된 목표지향적 행동이론을 중심으로 본 중국인 성형관광객의 행동의도에 관한 연구

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.