등산 활동 참가 액티브 시니어의 등산용품 구매의도에 대한 연구 : 확장된 목표지향적 행동 모델을 중심으로

Abstract

In this study, the purpose of purchasing mountaineering goods was analyzed for active senior citizens who were interested in the purpose of purchasing hiking gear by using the extended goal-directed behavioral model. A total of 240 people in Seoul were collected and analyzed to verify the hypothesis using the method of sampling of non-probability. For data processing, the SPSS and AMOS programs were used, and the data were analyzed using frequency analysis, reliability analysis, positive factors analysis, correlation analysis, and structural equation routing. The results of this study were as follows. First, subjective norms, positive anticipated emotion, negative anticipated emotion, and perceived behavioral control had positive effect on the desire. Second, among the variables of the extended goal-oriented model, the brand image had a significant effect on attitudes, and thirdly, attitudes and the frequency of past behaviors did not significantly affect aspirations. Fourth, the desire had a significant static effect on the intention of purchasing, and fifthly, perceived behavioral control and frequency of past behavior did not significantly affect the intention of purchasing. The results of this study are expected to contribute to a better understanding of the decision-making process of active senior citizens participating in mountain climbing activities, and to further utilize the leisure and culture of active senior citizens.