Abstract
Purpose: The purpose of this study is to identify decision making process for visitors of FINA world championship Gwangju by using AIDA model and Model of Goal-directed Behavior (MGB).BR Method: To achieve the goal of the study, 350 questionnaires were distributed to spectators of FINA World Championship Gwangju, and 308 questionnaires were analyzed by SPSS and AMOS program. For the analysis, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, structural equation modeling were conducted.BR Results: The results of this study are as follows. First, there was a significant relationship among attention, interest and desire. Second, attitude and positive anticipated emotion had significant effect on desire. Third, perceived behavioral control and desire had significant effect on behavioral intention.BR Conclusion: In summary, this study shows that AIDA model and MGB can provide comprehensive perspective on decision-making process for spectators. Furthermore, the findings in this study indicate that desire is one of the significant factor that can promote behavioral intention.
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