The Influence of Festival Consumer's Motivation on Behavioral Intentions: Moderating Roles of The Degree of Involvement

The Influence of Festival Consumer's Motivation on Behavioral Intentions: Moderating Roles of The Degree of Involvement

The purpose of this study is to examine the relationship between festival consumers' motivation to visit and behavioral intention when moderated by consumers' involvement. In terms of data collection, we used 355 usable surveys from the consumers who visited the Harbin festival. In order to investigate our hypotheses, we used frequency analysis, factor analysis, and regression analysis using SPSS 25.0 Based on the result, first, we found that there is a positive relationship between festival consumers' motivation and behavioral intention. In addition, we suggested identifying the moderating role of consumers' involvement between motivation and behavioral intention. Our findings have several theoretical implications and practical implications for marketing strategies related to the festival industry.