|
|
|
|
용환재 ( ) - 진주보건대학 관광통역과
|
|
Abstract
|
|
|
|
|
Although involvement has been considered as one of the most important construct which can explain and predict aspects of consumer behavior in marketing and consumer behavior society, involvement lacks in consensus on the structure and the measurement of the construct.
From review on involvement studies, involvement can be defined as " a person´s arousal and motivational state activated by product on the basis of his basis value, objective and ego-relevance".
The purpose of the study is to explore the involvement components of travel and consumers´ behavioral characteristics when they purchase tour product. The concept of travel involvement in the thesis is a combination of enduring involvement and situational involvement. Specifically, we are mainly concerned with risk importance, risk probability, interest, pleasure, sign, importance, and time presure, all of which are proposed by Kapferer and Laurent, McIntyre, and Peter and Olson.
Jugement sample of 200 general consumer of age 20 or above, who do a recalltest, is analyzed using factor analysis(Principle Component Analysis), cluster analysis, stepwise, Correlation Analysis. The major findings of data analysis can be summerized as follows. First of all, the involvement components of travel are "interest and pleasure", "importance", "risk", "and "sign". Second, consumers´ behavioral characteristics in terms of involvement level show a that there exists a substantial difference between motive and level of satisfaction of the travel, and schedule, motive and influences of informational resources for the tour show a significant statistical relationship one another. Finally, travel agencies need consumer-oriented marketing philosophy and practices.
|
|
|
KeyWords
|
|
|
|
|
원문 및 링크아웃 정보
|
|
|
|
|
|
등재저널 정보
|
|
|
|
|
|
|
|