목표지향적 행동모형과 여가제약-협상 모형을 활용한 프로배구 관람객의 의사결정과정

Abstract

The purpose of this study is to verify the decision-making process of professional volleyball spectators using a goal-oriented behavior model and a leisure constraint-negotiation model, and to provide empirical basic data for efficient strategy establishment. First, it was found that attitude, positive anticipation, negative anticipation, and perceived behavioral control had a positive effect on aspiration, and subjective norms did not. Second, aspiration positively influenced behavioral intention. Third, perceived behavior controllability had no influence on behavioral intention. Fourth, intrinsic constraints, a sub-factor of leisure constraints, were found to have an effect on negotiation, and interpersonal constraints and structural constraints did not.Fifth, it was found that the aspiration of the goal-oriented behavior model had a significant effect on the negotiation. Sixth, it was found that negotiation did not affect the intention of action. Therefore, it is expected that the results of this study will be the basic data for the decision-making of professional volleyball visitors.