도시의 지각된 가치가 행동의도에 미치는 영향: 자아-도시 일치성과 사회적 연결감의 매개효과를 중심으로

Purpose - This study sought to identify research concepts that constitute perceived urban value among residents and analyze these concepts to establish a significant relationship with behavioral intentions (such as word-of-mouth intention and settlement intention). Additionally, the study verified the positive mediating effects of social connectedness and self-city congruence. Design/Methodology/Approach - This study conducted survey. Exploratory Factor Analysis (EFA) and Multiple Regression Analysis were employed to analyze the data. Findings - The analysis results indicated that perceived urban value had an overall positive effect on settlement intention and word-of-mouth intention, with social connectedness and self-city congruence mediating these effects. Research Implications and Limitations - The findings contribute meaningful academic and practical implications for urban marketing by positioning cities as consumer spaces and competitive markets and analyzing the relationship between perceived urban value and related variables.