축제위험 지각과 축제 만족도의 관련성에 미치는 축제참가자 관여도의 매개효과

The study investigated the impact of festival participants’ risk perception on festival participants’ satisfaction, focusing on the mediating effect of festival participants’ involvement. The findings from the sample of 390 participants in “Namdo Food Festival” participants are as follows: As to festival participants’ risk perception, its three construct factors, namely, ‘psychological risk’, ‘economic risk’, and ‘social risk’, were all negatively related with festival participants’ satisfaction. Second, all the construct factors of risk perception influenced negatively to ‘materiality and interest’ factor of involvement. But to the ‘pleasure’ factor of involvement only ‘psychological risk’ and ‘economic risk’ were significantly negative. The influence of ‘social risk’ to the ‘pleasure’ factor of involvement was non significant. Third, all the construct factors of involvement, that is, ‘materiality and interest’ and ‘pleasure’ were all positively related with festival participants’ satisfaction. Finally, ‘materiality and interest’ factor of involvement played as a complete mediator on the relationship between festival participants’ risk perception and festival participants’ satisfaction. However, there wes no empirical evidence for the mediating effect of ‘pleasure’ factor of involvement on the relationship between risk perception and festival participants’ satisfaction, for the regression coefficient of ‘social risk’ variable to the ‘pleasure’ variable was non significant. Based on these findings, the scientific meanings and the practical implications of the study were presented.