MZ세대 골프 참여자의 가치-태도-행동의도(VAB) 및 실제 행동 간의 관계: 실제 행동 변수를 추가한 VAB 모델의 확장적 적용
Abstract
This research seeks to elucidate the complex interrelationships between perceived value (functional and emotional), attitude, behavioral intention, and actual behavior among MZ generation golf participants. To this end, an extended Value-Attitude-Behavior (VAB) model was employed, incorporating an additional variable representing actual behavior to augment the traditional framework. The study utilized survey data from 260 MZ generation golfers with prior experience in golf rounds, and the collected data were rigorously analyzed using SPSS 18.0 and AMOS 18.0. Analytical techniques included frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling to ensure robustness and validity of the findings. The research results showed that, first, both functional value and emotional value among perceived values had a positive impact on attitude formation. Second, attitude positively influenced behavioral intention. Third, behavioral intention positively affected actual behavior. This result is expected to provide important foundational data for establishing marketing strategies and developing policies related to the promotion of leisure sports, and contribute to the theoretical and practical advancement of research on leisure sports participation.
Keywords:
golf, perceived value, attitude, behavioral intention, actual behavior키워드:
골프, 지각된 가치, 태도, 행동의도, 실제행동References
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