계획행동이론을 통한 자원봉사관광객의 계획행동과 행동의도 및 행동지속성에 관한 연구

The purpose of this study was to examine the relationship between the behavior of volunteer tourists and the persistence of behavior by applying planned behavioral theory. The survey was distributed to Chinese citizens from October 23, 2019 to November 12, 2019, with 380 questionnaires distributed online. Finally, 311 surveys were used in the the empirical analysis of this study, excluding sixty-nine invalid responses. It was analyzed using SPSS21.0 to determine the general statistical characteristics. In order to verify the reliability and validity of the measuring tool, an exploratory factor analysis was performed. In addition, the confirmatory factor analysis was performed using SPSS21.0 to verify the feasibility of the research model and measuring tools. Multiple regression analysis was performed to test the causal relationship of the study model. The analysis showed that the relationship between variables was good and the overall hypothesis was adopted. The intent of action played a part in the relationship between attitude and persistence of behavior, and also played a partial role in the relationship between subjective norms and persistence of behavior. The intention of action also played a complete role in the relationship between perceived behavioral control and behavioral persistence. These results confirmed that individual attitudes, subjective norms, and perceived behavioral control swayed the continued participation in volunteer tourism.