확장된 계획행동이론을 통한 자원봉사자의 행동의도 분석

An Analysis of Volunteer’s Behavioral Intention Using An Extended Theory of Planned Behavior

This study examined behavioral intention of volunteers for the 2012 Yeosu Expo using an Extended Theory of Planned Behavior(ETPB) by introducing motivations of volunteers. An onsite survey was conducted for 464 volunteers for the Yeosu Expo. The results of structural equation modeling reveal that motivation factors of patriotism, intrinsic rewards, and altruism had positive effects on volunteers’ attitude which influenced behavioral intention. Subjective norm and perceived behavioral control also appeared to be positively related to behavioral intention. Subjective norm of volunteers had an effect on attitude. The results indicate that patriotism was an important motivation when explaining attitude of volunteers. Attitude of volunteers was found to be the most influential variable when predicting behavioral intention. The findings imply that ETPB explains behavioral intention of volunteers very well for the Yeosu Expo by incorporating motivations into TPB.