작은 결혼식 경험에 따른 소비자지식이 태도와 행동의도에 미치는 영향

Abstract

Purpose of this study is to verify that the effect of Consumer Knowledge, Attitude and Behavior Intention on Small Wedding Event's Experience. The Experience is consist 3items of a factor and Consumer Knowledge comprise objective knowledge and subjective knowledge. Attitude comprise cognitive component and affective component. And Behavior Intention is consist 4items of a factor. 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 the Small Wedding Event's Experience, Consumer Knowledge, Attitude and Behavior Intention. Firstly, Small Wedding Event's Experience have a significant effect on objective knowledge(H1-1), but a non-significant effect on subjective knowledge(H1-2). Secondly, Consumer knowledge have a significant cognitive and affective acomponent(H3,4). And Attitude have a positive effect on Behavior Intention(H5). Accordingly, Small Wedding Event's Experience can be influenced by Consumer Knowledge, Attitude and Behavior Intention. Furthermore, not only weddding consumer and weddding companies but also wedding consumer organization and government ministries need to show interest, lead and take up a desirable wedding culture.