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.
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구방법 및 설계
Ⅳ. 분석결과 및 논의
Ⅴ. 결론 및 시사점
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