태권도 시범공연 관람의도에 영향을 미치는 변인 연구 : TPB와 사전지식 변수를 중심으로

Abstract

The purpose of the study is to explain and predict the potential audience’s intention to attend the Taekwondo demonstration performance. This study pursued to increase the explanatory power of the behavior model by adding a prior knowledge variable to the TPB model. In order to achieve the purpose of this study, participants were selected by the convenience sampling method. 334 out of 349 copies were used for data analysis. Frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, and path analysis were performed through SPSS 26.0 and AMOS 22.0.<BR> The results of this study are as follows. First, the results showed that the model in this study was suitable for explaining and predicting the spectator’s intention to attend the Taekwondo demonstration performance. Second, the attitude of the TPB was found to have a positive effect on the intention to attend the performance. Third, the subjective norm of TPB had a positive effect on the intention to attend the performance. Fourth, the results showed that the perceived behavioral control of TPB did not have a positive effect on the intention to attend the performance. Lastly, the potential audience’s prior knowledge had a positive effect on the intention to attend the performance. Based on these results, it was found that the variables of TPB and prior knowledge are significant in explaining and predicting the potential audience’s intention to attend the Taekwondo demonstration performance.