지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Using the theory of reasoned behavior, this research predicts marine leisure and tourism activity participants' behavior intention. Then, it explores the moderating effects of hedonic and utilitarian value on the relationship between the behavior intention and independent variables such as attitude, subjective norm, and perceived behavior control. Data were collected online on April 2009 from 237 people who had pervious experiences of marine tourism activity participation. Results show that the level of hedonic value of the participants moderates the relationship between two independent variables (i.e., attitude and subjective norm) and behavior intention. In addition, the level of utilitarian value of the participants moderates the relationship between subjective norm and behavior intention. Based on these results, the MeHU(Moderating effects of the Hedonic and Utilitarian values) model is proposed and several practical implications are also discussed.
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