웨딩이벤트 소비자의 자기결정성에 따른 확장된 계획행동이론이 구매의도에 미치는 영향

Abstract

Purpose - In order to derive the rapidly changing trend of wedding event consumers through empirical research, the purpose is to conduct a study on the impact of wedding event consumers '' self-determination, expanded planning behavior, and purchase intention. Design, Data, and Methodology - literary research, empirical research and analysis were conducted to establish a theoretical systematization of the concept of wedding event consumers'' self-de termination, expanded planning behavior, purchase intention, and influence relationship between measurement variables. Self-determination established three constituent factors: autonomy, competence, and relationship, and expanded planning behavior established four constituent factors: attitude toward behavior, subjective norms, perceived control, and prior knowledge. Purchasing intention was measured as a single-dimensional multi-question and the study was conducted. Results-As a result of hypothesis verification, it was verified that among the factors constituting the crystallinity of the wedding event service, the relationship had a positive (+) effect on all components of the planned behavioral intention. In other words, it seems that consumers of wedding events are highly aware of the relationship between the community connected to others and the quasi-geo group. Conclusions -The results of this study are hoped that various wedding event strategies well be develiped by wedding event consumers and research on them will continue.