연등회 참가자의 프로슈머 성향이 몰입과 추천의도에 미치는 영향

The Effect of Prosumer Propensities of Yeon Deung Heo’s Participants on Flow and Recommendation Intention

This research investigated effects of prosumer propensities to participate and amuse of Yeon Deung Heo’s participants on recommendation intention with the mediator of flow. Using questionary items for the measurement of prosumer propensities surveys were implemented, and the regression analysis was conducted to test research models and hypotheses. Research results are summarized as follows. First, prosumer propensities to participate and amuse of participants influenced flow, positively. Second, recommendation intention was affected by prosumer propensity to participate and flow, positively. Third, test results of mediation effects of flow showed the complete mediation effect between prosumer propensity to participate and recommendation intention, the partial mediation effect between prosumer propensity to amuse and recommendation intention. The results indicated that prosumer propensities of participants had significant effects on recommendation intention. Therefore, it is important that festival organizers make discriminative marketing strategies at the early stage of festival planning.