계획행동이론(TPB)을 활용한 내국인의 해외여행 의도에 관한 영향 관계 연구: 사전지식과 지각된 위험의 추가적인 역할을 중심으로

This study is to predict behavioral intention about overseas trip by using Theory of Planned Behavior, added the explanatory variables(prior knowledge, perceived risk), and then to investigate mediating effect of attitude between exogenous variables(prior knowledge, perceived risk) and endogenous variable(behavioral intention). Some suggestions deduced from quantitative evaluations are as following. First, after examining effect relationship about behavioral intention among constructs, relationships among constructs were statistically significant and positively related except the subjective norm and perceived risk(general risk, disease risk(H1N1)). Also, explanation power of relationship shows that attitude, perceived behavioral control, prior knowledge explain 40.7% of behavioral intention and attitude(β=.421) is the most important variable to explain behavioral intention. Second, by exploring relationships about attitude among constructs(prior knowledge, disease risk(H1N1), general risk), all explanatory variables had statistically significant explaining attitude. However, prior knowledge and general risk appeared to be positively related to attitude about overseas trip, whereas disease risk(H1N1) was negatively related to attitude. Third, after examining analysis result of mediation effect, attitude was statistically found to be a mediating variable(partial mediation role) to connect prior knowledg and behavioral intention. On the other hand, attitude between perceived risk(general risk, disease risk(H1N1)) and behavioral intention is full mediation variable, because perceived risk had effect on attitude, but had not effect on behavioral intention.