일본 관광불매운동의 참여동기와 참여의도에 관한 연구: 자기결정성이론과 계획행동이론의 통합적 관점에서

This study focused on verifying effects among self-determination and planned behavior and planned behavior and behavior intentions. Research results showed that, first, intrinsic motivation has positive (+) effects on attitude, subjective norms, and perceived behavior control. Second, extrinsic motivation has negative (-) effects on attitude, subjective norms, and perceived behavior control. Third, attitude and perceived behavior control has positive (+) effects on behavior intentions. However, subjective norms and behavior intentions did not display statistically significant influential relationships. Based on these research results, it is shown that decisions to participate in the boycotts of potential Japanese tourism consumers are behaviors planned by one’s own independent decisions.