개별여행의 위험지각이 위험감소행동과 행동의도에 미치는 영향

Abstract

Purpose of this study is to verify that the effect of behavior intention and risk reduction behavior on risk perception of individual travel. The risk perception of individual travel comprise performance, economic, physical, psychological, social and time-loss risk. Factors of risk reduction behavior are information search, confidence, recommendation. And behavior intention is consist repurchase and word-of mouth. A concent validity and a convergent validity of variables confirmed, also their reliabilities confirmed. It is summarized as follows that the result of hypothesis examined about influence relationship between behavior intention and risk reduction behavior on risk perception of individual travel. First, risk perception of individual travel have a positive effect on risk reduction behavior(H1-1, 1-2, 1-3). Second, risk reduction behavior of individual travelers have a positive behavior intention (H2-1, 2-2). Third, risk perception of individual travel have a positive effect on behavior intention(H3-1, 3-2). Accordingly, individual travel can be influenced by risk factors such as the risk perception and Individual traveler have to effort risk reduction behavior. The findings suggest ways that travel industry can better management risk accidents of travel.