지각된 위험, 기대-불일치, 감정, 만족도, 그리고 행동의도 간 영향관계 검증

Examining the Relationships among Perceived Risk, Expectancy-Disconfirmation, Emotion, Satisfaction, and Behavioral Intention: The Case of Visit Experience in a Festival

The purpose of this paper is to examine the effect of perceived risk and expectancy-disconfirmation on emotion, satisfaction, and behavioral intention. To this end, onsite survey was conducted for visitors to the Seoul Lantern Festival. The results of structural equation modeling indicate that perceived risk, expectancy, and disconfirmation had an effect on positive emotion and negative emotion which in turn, influenced satisfaction. Also, disconfirmation appeared to have an effect on satisfaction. Perceived risk was also found to be related to behavioral intention. Expectancy was an important variable when explaining positive emotion, while perceived risk and disconfirmation were important variables when explaining negative emotion. Furthermore, satisfaction was strongly influenced by positive emotion as compared to negative emotion and disconfirmation. The impact of satisfaction was also stronger than perceived risk when explaining behavioral intention. The findings suggest that expectancy can play an important role in strengthening positive relationship between visitor and their festival experience.